The multi-year brand sponsorship will see tournaments and personal streams broadcasted on the Chinese platform.
Team Secret have just announced a multi-year partnership with Chinese streaming platform, HUYA. The move comes as Secret try and reinforce their global brand strategy which has focused heavily on the EU region in the past.
The deal will see the organisation gain access to HUYA’s marketing and promotional channels in China, boosting Secret’s prominence in the region.
“Partnering with HUYA is a major step forward for our Team Secret brand.” Said John Yao, CEO. Describing signing the deal as a “huge win”.
The partnership will see the HUYA brand appearing on select Team Secret jerseys and professionals signed with the org streaming to the HUYA platform.
“On the fan side, we are thrilled to further our expansion in China” Yao said. “HUYA is a fantastic partner and I'm excited to be able to reach our fan community there more directly.”
Team Secret also joins Team Liquid; who partnered with the platform in 2019 to bring the organization's Twitch streams to the region.
Largely owned by multinational conglomerate, Tencent, HUYA is China’s largest streaming service with approximately 61 million active users.
The company also operates in South East Asia under the name NIMO TV.
There is certainly an appetite for esports and gaming content on the platform. HUYA also secured exclusive broadcast rights for both the LCS and LEC in January this year.