The latest industry news to your inbox.


I'd like to hear about marketing opportunities


I accept IQ Magazine's Terms and Conditions and Privacy Policy


ESL continues musical expansion with TEG tie-up

Esports competition Intel Extreme Masters (IEM) is headed for Sydney following the signing of a new partnership between ESL and Australian concert promoter TEG Live

By IQ on 07 Mar 2017

IEM Katowice 2015, Spodek, Poland, ESL

Esports fans at Poland's Spodek arena for IEM Katowice 2015

image © Helena Kristiansson/ESL

Electronic Sports League (ESL), the world’s leading promoter of competitive videogaming events, has signed a strategic partnership with TEG Live, in a deal the latter calls a “launchpad for a new era in esports in Australia”.

It is the third such music-industry partnership signed by ESL in the past five months, following tie-ups with AEG (AEG Live/Presents, AXS, The O2 and other venues) and Vivendi (Universal Music Group, See Tickets, Digitick).

The first event co-promoted by ESL and TEG Live will be the Intel Extreme Masters (IEM) – the world’s longest-running esports competition – which will visit Sydney’s Qudos Bank Arena (21,000-cap.) on 6 and 7 May.

The winning team at IEM Sydney, which pits “the world’s best pro-gaming teams up against Australia’s finest” in a Counter-Strike: Global Offensive tournament, will take home close to A$260,000 in prize money.

“TEG Live has been watching the phenomenal global growth of pro gaming and waiting for the right opportunity in the Australian market,” says TEG Live managing director, Tim McGregor. “We are thrilled to have the world’s leading esports company, ESL, as a partner.

“TEG Live has been watching the phenomenal global growth of pro gaming and waiting for the right opportunity in the Australian market”

“The Intel Extreme Masters is an exceptional event that will set the benchmark in this entertainment genre in Australia. We expect there will be huge interest from both fans and brands that have been waiting for an event of this scale to finally be staged in Australia.”

ESL’s vice-president of pro gaming, Michal Blicharz, adds: “Australia has been an attractive market for us as part of our global expansion of the IEM brand. We look forward to bringing IEM to new global audiences and making history for esports in Australia.”

TEG Live is the promotion division of Australian live entertainment group TEG, which also owns ticket agency Ticketek and data firm TEG Analytics. It also bought Paul Dainty’s Dainty Group business last July.

Global esports revenues are expected to reach US$1.1 billion by 2019.


Get more stories like this in your inbox by signing up for IQ Index, IQ’s free email digest of essential live music industry news.

More news

Debut IEM event in Oz “an unqualified succes... The first esports event by Australian concert promoter TEG Live was viewed by 8m people worldwide and a live audience of 15,000 in the Qudos Bank...Arena
Ticketek to launch price-capped ticket exchange Like similar solutions in the UK and Europe, Ticketek Marketplace will cap prices at +10% of face value and give fans "a secondary ticket marketplace...they can trust"
Ticketek unveils its new event finder chatbot Australia’s leading ticketing service has partnered with Facebook to release its new chatbot, which allows customers to buy tickets without leaving...the Messenger app
TEG in talks with potential buyers CTS Eventim and Chinese conglomerates Wanda Group and Fosun are in the running to acquire the Sydney-based ticketing and live events company
Paul Dainty sells to Ticketek parent TEG The deal will bolster TEG's credentials as a Live Nation Australia rival by bringing Dainty Group, Ticketek and TEG Live under one roof