Twitch Hires Ex-Nascar Exec Lou Garate as Head of Sponsorships Sales

Click here to read the full article.

Twitch is looking to broaden its esports and live entertainment biz with the hire of longtime Nascar executive Lou Garate.

Garate is joining the Amazon-owned streaming company as Twitch’s first global head of sponsorships sales. He will be based in Twitch’s New York office and focus on developing partnerships with live entertainment organizations, with an emphasis in the esports industry.

More from Variety

• Twitch Superstar Michael 'Shroud' Grzesiek Joins Mixer as Exclusive Streamer

• Rapper Offset to Launch Weekly Shows on Caffeine

• Twitch Recruits Zynga's Doug Scott as Chief Marketing Officer

Most recently, Garate was senior VP of partnership marketing at Nascar, where he oversaw the racing org’s sponsorships with brands in consumer packaged goods, fuel, automotive and financial services. Prior to joining Nascar in 2007, he served as managing director at Ryan Partnership consulting on sports sponsorships for clients including Nestle Waters and Heineken. In addition, Garate has served in various sales and marketing roles at Loews Cineplex, Millsport, the NFL and Sports & Co.

“We couldn’t be more excited to welcome Lou to Twitch,” Walker Jacobs, chief revenue officer of Twitch, said in a statement. “He brings more than 20 years of expertise developing and growing marketing partnerships with brands, and will play an integral role in strengthening Twitch’s position as the future of live entertainment and the home of esports.”

Best of Variety

• Emmys Trivia: 20 Surprising Facts From 2019's Nominations

• Listen: Hugh Grant on Why He Would Kill Social Media if He Could

• The Best Gifts for 'Big Bang Theory' Fans

Sign up for Variety’s Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.