Live Media enters broadcast deal with HUYA

Latin American event organiser Live Media has established a broadcasting deal with Chinese live streaming platform HUYA.

Live Media is behind Liga Pro Gaming, an initiative sponsored by Spanish telecommunications company Movistar.

RELATED: Riot Games taps HUYA as Chinese broadcast partner for LCS and LEC

Liga Pro Gaming will have a personalised channel with content created from Peru, in Mandarin, through the partnership. The Peru-based product will debut on HUYA from July 2nd, initially broadcasting a show match. The live streaming platform will “be in charge of the cast and coverage” of Liga Pro Gaming in Chinese, equipped with the master feed from Live Media’s studio.

HUYA has increased its involvement in bringing Western esports to audiences across China and Southeast Asia in the past year or so. As well as this new arrangement with Live Media, it’s in broadcast deals with Riot Games for LEC and LCS – in addition to Asian League of Legends competitions LCK and LPL. It extended its partnership with Team Liquid earlier this month and partnered with Team Secret in May, too.

RELATED: Team Liquid to stream on HUYA through 2022 with deal extension

Luis Carrillo Pinto, CEO of Live Media Esports Entertainment, told Esports Insider: “It is a giant step in the internationalization of our content. Arriving in Asia is really playing in the major leagues of esports. The big beneficiaries will be our sponsors and the teams that will be able to expose their players and their own sponsors to the world’s largest esports audience. Our purpose together with Movistar has always been to promote Peruvian gamer talent and in less than twelve months we have achieved a series of milestones that have marked incredibly fast and sustained growth.

“Being a startup allows us to make risky decisions without bureaucracies. And in the entertainment business you must know how to make these kinds of decisions in order to create a blockbuster. LPG is an export product, with brand value that multiplies every day and the most important thing is that it has been created in Peru, what fills us with pride in everything that is part of this great revolution in the digitization of sport.”

Esports Insider says: This is a big deal for Live Media, which has built up Liga Pro Gaming massively in a relatively short amount of time. It’s also another giant signal that HUYA is interested in bringing non-native content to the platform in an authentic way.

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