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Melbourne victory, KICK collaborate to boost 'Victory Esports' in 2023/2024 season

Posted : 08 November 2023
Melbourne Victory, the prominent Australian football club, has revealed a strategic partnership with the streaming platform KICK for the upcoming 2023/2024 season. This collaboration will give rise to a range of joint initiatives designed to enhance the EA Sports FC's E-League season.
Melbourne Victory, known for its rich history and success in Australian football, is an active participant in the A-League, Australia's top-tier football league. The club is also engaged in the E-League, the official esports tournament associated with the A-League, played within EAFC 24. Similar to the ePremier League and eLaLiga, the E-League features teams representing A-League clubs.
KICK is set to introduce 'Victory Esports' as part of this partnership, aiming to integrate Melbourne Victory's presence in the E-League and launch additional initiatives. The primary goal of Victory Esports is to provide fans with opportunities to connect with the platform and participate in EAFC 24 competitions.
KICK, a rapidly growing streaming platform akin to Twitch, was founded in October 2022 and has made significant strides in the industry by signing high-profile streamers and celebrities. Notably, KICK secured streamer xQc on a multi-million dollar contract in June 2023, and collaborated with figures like Amouranth, chess grandmaster Hikaru Nakamura, and sports journalist Fabrizio Romano.
An intriguing aspect of this partnership is that KICK is based in Melbourne, Australia. Akhil Sarin, the Chief Marketing Officer of KICK, expressed the company's delight in collaborating with an established Melbourne brand like Melbourne Victory.
The managing director of Melbourne Victory, Caroline Carnegie, shared her excitement about the partnership, emphasizing their anticipation of making Victory Esports a central element of their E-League campaign and broadening their reach to new audiences both in Australia and around the world.


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