Australian entertainment company NOVA Entertainment has entered into a strategic partnership with ESL. As part of this deal, it will exclusively sell ESL inventory for ESL AU & NZ Championships in Australia.

This partnership will also see the entertainment company use its radio and digital platforms to promote IEM Sydney, and the aforementioned championships.

Nick Vanzetti, Managing Director of ESL Australia discussed the strategic deal in a statement: “ESL has pioneered the way in esports live events and broadcast innovation in Australia and it is our mission to continue to develop the ecosystem here. Partnering with NOVA Entertainment will provide the growth platform to bring mass audience to esports in Australia through IEM and the ESL AU & NZ Championships.”

Nathan Reay, Head of M&A, Strategy and Partnerships at NOVA Entertainment added: “We are excited to partner with ESL, a global leader in esports, with an established award-winning presence in Australia. As esports experiences enormous growth, NOVA Entertainment is committed to being at the forefront of its expansion in Australia.”

The ESL AU & NZ Championship 2018 will see the return of Counter-Strike: Global Offensive, as well as a new addition in Dota 2. The open qualifiers and seven weeks of competition are over, with the Season Finals set to take place in June.

Esports Insider says: A strategic partnership for radio promotion isn’t a typical development in the world of esports, never mind in Australia and New Zealand – where esports isn’t quite as big as it is in other regions. ESL continue to make interesting moves, and we look forward to seeing if this partnership extends over time.