AC Milan launches Twitch channel as streaming platform ramps up sports focus

Current Serie A league leaders AC Milan will become the latest top European football club to launch a dedicated channel on Amazon’s increasingly non-gaming-oriented streaming platform Twitch.

Launching on December 3, the channel promises to offer “a lot of live formats developed with the club’s partners.”

The club said that the Twitch channel will serve as a hub “for its entire community featuring content from our men’s and women’s first teams, youth sector, legends and archive materials.”

In particular, content will include live Q&A sessions with current and former AC Milan players hosted by Milan TV journalists, with the channel offering three weekly shows at launch.

Lamberto Siega, marketing and digital director AC Milan, said: “The launch of AC Milan’s official channel on Twitch is another important brand-new step in the Club’s digitization process: our aim is to connect, bring together and thrill the more than 450 million Rossoneri fans all over the world. We are convinced that this is the right path to make AC Milan both a sports icon and a benchmark in entertainment and digital innovation.”

Pontus Eskilsson, VP of Partnerships EMEA at Twitch, said: “Twitch is a community of superfans who gather every day to participate in and interact with their entertainment. Our community is AC Milan’s community and this channel makes the most of everything Twitch has to offer.”

The launch comes as the Amazon-owned Twitch looks to increase its focus on sports via a dedicated sports content channel. That launched with support from Spanish champions Real Madrid, along with Serie A champions Juventus, Ligue 1 champions Paris Saint-Germain and English FA Cup winners Arsenal.

Since then, Spain’s La Liga has also launched a dedicated channel, becoming the first major European sports competition to launch an official account on the Amazon-owned streaming platform.