ESL is buffing its musical arsenal, inking a multi-year deal with Universal Music Group Central Europe that will include the launch of a joint label. According to Music Business Worldwide, artists that sign with the label will be promoted through ESL’s slate of live global tournaments and channels. Promotion will also include the exclusive integration of new music into global live broadcasts and ESL social media channels, as well as performances during live tournaments, according to the report, which will take place during half-time shows and prior to grand finals globally.

“Music is a universal language and, like gaming, one of the key-pillars of pop-culture,” said Bernhard Mogk, SVP Global Sales & Business Development, ESL. “Over the last couple years, live music acts have become an integral part of our global tournaments. We are looking forward to giving new artists and talent a new platform to perform on and to provide even more entertainment to our fans, both on-site and for everyone watching our live streams around the world.”