BLAST and Supercell have confirmed a new multi-year partnership that will build a revamped Brawl Stars esports ecosystem, including a global competitive calendar, arena events, and an expanded broadcast offering. Announced on 11 December, the collaboration aims to redefine the game’s competitive structure and strengthen its long-term sustainability, with BLAST also taking ownership of the ecosystem’s commercial rights.
The deal will see BLAST produce 32 broadcast days per year across six seasons, introduce a new studio format and talent lineup, and support a $2 million prize pool. The global circuit will be organised into two major splits—Spring and Summer—each consisting of three months of online play before culminating in dedicated LAN events. The 2026 season will begin with the Brawl Cup in May, with the competitive year ending at the Brawl Stars World Finals in Q4 2026.
Leo Matlock, Chief Business Officer for BLAST, said: “Brawl Stars has one of the most passionate, engaged and global fanbases in mobile gaming and is a true global phenomenon for people everywhere. We’re thrilled to partner with Supercell to deliver a new competitive entertainment product that matches the game’s incredible energy. This multi-year commitment enables us to innovate around formats, storytelling, standalone live events and broadcast – driving a new era of entertainment for players and fans worldwide.
“Furthermore, we are excited to enhance the commercial opportunities around Brawl Stars esports for brands, media and destinations to benefit from,” Matlock added.
Kim Jensen, Esports Manager for Brawl Stars, added: “It’s been seven years since we globally launched Brawl Stars and it’s been wild. We’ve come a long way with our esports programme and we’re proud of that, but we need to keep taking big swings. The team at BLAST have shown a really high ambition level and our shared goal is to make Brawl esports even more accessible for our players while exploring new opportunities for fandom and growth.”
The Brawl Stars Championship currently spans more than 190 countries and territories across EMEA, North America, South America, APAC, and China. Top regional teams will qualify for standalone LAN events, with the Summer split concluding in a Last Chance Qualifier ahead of the World Finals. The announcement follows a period of increased activity around the title, including new club partnerships and merchandise expansions.
In October, Brazilian organisation LOUD announced a collaborative “LOUD & Brawl Stars” merchandise line with Supercell, featuring ten limited-edition items to be unveiled at BGS 2025 before being made available online. The event also hosted the World Finals Last Chance Qualifier. At the time, the organisation stated the collaboration is intended to “connect LOUD’s identity to the Brawl Stars universe and take the game beyond the screens, transforming passion into style.”
Elsewhere, world champions Team Hmble joined the Brawl Stars Club Partner Programme, adding new in-game cosmetics including a spray, pin, and profile picture. Founded in 2021 and based in Turin, Italy, the organisation entered the programme shortly after Spacestation Gaming’s departure from it, marking continued movement among teams within the official structure.
Beyond Brawl Stars, Supercell has also made structural updates to its wider esports operations. In November, the company appointed Rachel Rakowski as Head of Esports for Clash of Clans, where she will oversee the global competitive roadmap.
These developments highlight a broader trend of renewed long-term investment in Supercell’s competitive ecosystems across multiple titles, supported by new partnerships, expanded merchandise initiatives, and refreshed leadership.
Follow The Esports Radar on social media:
