EFG enters a long-term partnership with KICK to reach new, incremental audiences and further diversify global distribution for Counter-Strike and Dota 2
KICK becomes the exclusive platform for the ESL Challenger League
LONDON, 14th April 2026 – ESL FACEIT Group (EFG), the leading esports and video game entertainment company, today announced a strategic partnership with KICK, the community-driven livestreaming platform. This collaboration marks an evolution in EFG’s distribution strategy, moving beyond traditional broadcasting to foster long-term audience growth and platform diversification.
The partnership is built on the shared goal of reaching fans where they live. By integrating KICK into its ecosystem, EFG is expanding into platforms where younger, digitally native audiences are most active. This move is additive to EFG’s existing distribution, ensuring that world-class esports content is more accessible than ever before.
Central to this expansion is a shared commitment to high-growth markets, particularly the Middle East and North Africa (MENA). As Kick continues to see rapid adoption and influence across the region, this partnership aligns directly with EFG’s strategy to build and deliver the premier esports product in MENA. By tapping into Kick’s growing footprint, EFG is better positioned to engage with this vibrant community, bringing world-class Counter-Strike and Dota 2 content to a region that is increasingly becoming a global hub for competitive gaming.
“Our goal has always been to bring esports to the fans, wherever they are,” said Steve Ford, SVP Advertising & Distribution at EFG. “By partnering with KICK, we aren’t just adding a new stream; we are entering a long-term collaboration designed to grow the global footprint of Counter-Strike and Dota 2 by engaging with new and incremental audiences.”
“Esports fans are among the most dedicated and digitally savvy in the world,” said Ethan Wright, Director of KICK. “By bringing EFG’s world-class Counter-Strike and Dota 2 competitions to KICK, we are giving our community unparalleled access to the biggest moments in gaming. We are excited to prove that KICK is the natural home for the next generation of esports entertainment.”
Strategic Distribution & Content Rights
The agreement brings a massive volume of tier-one competitive gaming to the platform:
- Global Reach: English-language distribution for all major EFG Counter-Strike and Dota 2 events, including events such as IEM, ESL One and ESL Pro League.
- Exclusive Home of ESL Challenger League: The ESL Challenger League (ECL) will be hosted in the English language, exclusively on KICK and EFG’s owned-and-operated (O&O) channels.
Launch and Activation
The partnership is set to debut with a live activation during IEM Rio, 17-19 April, 2026. Fans can tune in to the official KICK channels to experience the high-octane atmosphere of one of Counter-Strike’s most iconic stops, featuring exclusive content and community-driven interactions.
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About ESL FACEIT Group
ESL FACEIT Group (EFG) is the leading esports and video game entertainment company dedicated to creating worlds beyond gameplay where players and fans become community. EFG is built on a legacy of world-renowned brands including ESL, FACEIT, DreamHack and DreamHack Sports Games, providing innovative ecosystems for global communities of players, fans and creators around the games they love. Working alongside leading partners, brands and global IPs, EFG operates an unmatched portfolio of live events, digital platforms and developer tools that reach and engage millions of gamers worldwide.
For more general information on ESL FACEIT Group, visit eslfaceitgroup.com, the EFG Newsroom or follow ESL FACEIT Group on LinkedIn.
About KICK
Since launching in 2022, KICK has grown to become a leading livestreaming platform with over 100 million users. KICK is fiercely creator-first by offering the industry’s best 95/5 subscription revenue split and supporting creators through the KICK Partner Program, which has paid out $193 million USD.
