AListDaily

Twitch Tag Teams With Lucha Libre To Leverage Mexico Market

Lucha Libre AAA Worldwide, Mexico’s biggest wrestling promotion organization, is creating a “parejas increíble” with video streaming site Twitch, livestreaming Triplemania XXV beginning with a pre-show marathon on August 24.

Celebrating its 25th anniversary, Triplemania XXV will be the “match of the decade,” pitting luchador Dr. Wagner Jr. against Psycho Clown. The event will be broadcast worldwide in both English and Spanish languages, featuring specially themed emotes for the Twitch chat.

“Prior to our relationship with Lucha Libre AAA Worldwide, we saw that the community was rallying their favorite wrestling leagues to start broadcasting on Twitch,” Christian Borneman, Twitch’s Latin America director, told AlistDaily. “This let us know it was a category worth exploring. This is the closest to being ringside you can get from a viewership perspective. Latin culture is very much about live events, participation with your friends and being there. Twitch offers that digitally and globally.”

The fast-action wrestling style of Lucha Libre AAA Worldwide is gaining a dedicated following outside of Mexico, as evidenced by its recent partnership with FrontRunner in the UK. This first-ever Lucha Libre broadcast in the region aired in June to 19 million homes across the UK and Northern Ireland.

Of course, the art of lucha libre, dating back to 1863, is most at home in its native country of Mexico, where Twitch shares a passionate user base.

“Twitch is very strong in Mexico since there is a passionate gaming scene in that part of the world and we’re constantly onboarding new streaming partners,” said Borneman. “We expect our base to continue to grow since our goal is to make the platform native to Mexico by amplifying some of the great participatory content the country is famous for, like lucha libre.”

Known for gaming livestreams, Twitch has also earned credibility within the worlds of competition—joining the advisory board for Nielsen Esports—live marketing and other forms of entertainment such as TV, film and anime. This partnership with Lucha Libre AAA Worldwide shows that sports will become an important part of that lineup.

“As with all emerging content areas on our platform, we’ll be looking to the community to guide us toward areas of interest,” explained Borneman. “Since traditional sports already have a presence on Twitch through video games—including this recent Twitch Prime initiative around Madden—and we also attract a lot of athletes who livestream, there is always the possibility of more sports.”

The Triplemania pre-show marathon on Twitch begins August 24 at 3 p.m. PT, with the live broadcast of Triplemania XXV beginning on August 26 5 p.m. to 10 p.m. PT.