ESL FACEIT Group (EFG) announced a strategic partnership with livestreaming platform KICK. The agreement is designed to reach “incremental” audiences, specifically targeting younger demographics and high-growth markets such as the Middle East and North Africa (MENA).

EFG stated that the move is additive to its existing distribution strategy, aimed at fostering long-term audience growth for its premier competitive titles.

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The partnership grants KICK non-exclusive English-language distribution rights for EFG’s tier-one Counter-Strike 2 (CS2) and Dota 2 events, including the Intel Extreme Masters (IEM, which also includes the Cologne Major 2026), ESL One, and ESL Pro League. A key component of the deal, however, is the exclusivity of the ESL Challenger League (ECL), which will now be hosted in English on KICK and EFG’s owned-and-operated (O&O) channels.

The collaboration is set to debut with a live activation during IEM Rio (17-19 April), featuring exclusive content and community interactions on the platform.

KICK, which launched in 2022 and is owned by the same group behing gambling website Stake, has reportedly reached over 100 million users and is known for its creator-centric revenue model. By securing a high volume of EFG’s competitive content, KICK aims to solidify its position as a primary destination for esports entertainment.

For EFG, the partnership provides a significant foothold in the MENA region. Steve Ford, SVP of Advertising & Distribution at EFG, noted that the collaboration is designed to grow the global footprint of CS2 and Dota 2 by engaging with digitally native fans on the platforms they most frequent. By moving the Challenger League to an exclusive model on KICK, they are clearly testing the platform’s ability to host and grow a dedicated tier-two ecosystem.

“We are excited to prove that KICK is the natural home for the next generation of esports entertainment,” stated Ethan Wright, Director of KICK.

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