esports: Spotify (streaming), audio partner of ESL Gaming for the German-speaking market

Spotify, a Swedish audio streaming subscription service, has partnered with ESL Gaming to provide "music experiences and exclusive podcasts" for all of its German-language esports competitions, announced the organisation owned since 2022 by Saudi sovereign wealth fund the Public Investment Fund (via Saavy Gaming Group), on 15/07/2022.

"This collaboration is another step forward in expanding the esports culture and fulfilling both companies' mission to enable more diversity and inclusion in their communities. Through the partnership with Spotify, fans have the opportunity to discover upcoming music artists, while they are able to easily access their music through a dedicated Spotify playlist," explained ESL Gaming.

"The partnership is a natural brand fit," said Benny Eichelmann, senior director, global brand partnerships at ESL Gaming. Spotify succeeds Universal Music, the official audio partner of the German esports structure since 2018. The Swedish group, which is also the new main partner of FC Barcelona (LaLiga Santander), has already signed similar agreements in esports, first…