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Deals with European football quartet drive Twitch push into traditional sports

Twitch logo displayed on a smartphone. (Photo Illustration by Mateusz Slodkowski/SOPA Images/LightRocket via Getty Images)

Twitch, the Amazon-owned online streaming platform primarily associated with esports, has made its most significant move yet in ‘traditional’ sports with the creation of a standalone sports vertical on the back of a quartet of content deals with leading European football clubs.

Buoyed by what it describes as “tremendous growth” in the viewing of sports content on its platform, Twitch today (Wednesday) introduced ‘Sports’ as its own category and relaunched the /twitchsports channel.

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