Premium Canadian broadcaster Super Channel and leading international entertainment provider GINX eSports TV have signed an exclusive deal to create and distribute a new 24-hour channel for video game fans. The new eSports channel will target millions of gaming enthusiasts and players in Canada and feature live eSports events, news, and gaming lifestyle programming.

“This exciting new venture allows us to welcome Canadian viewers into the fast growing international ‘realm’ of GINX eSports TV. Together with Super Channel we have the right combination of reach, relationships and local programming to create a channel that will bring the best of global eSports to Canada and equally to enrich our international channels with programming from the vibrant Canadian eSports community,” said GINX eSports TV CEO Michiel Bakker. “Canada has long been in our sights. It consistently represents a global top 10 eSports nation and is home to great eSports competitions and competitors. We are over the moon to soon be able to reach out to them.”

This new eSports channel, which will replace one of Super Channel’s existing four channels, will launch across Canada in the spring/summer 2017. At launch, the channel will be instantly available to all Super Channel subscribers as part of their existing package, and new customers can also subscribe to the new 24-hour eSports programming available on Super Channel through their cable, satellite, and IPTV provider.

“We always want to provide fresh and relevant entertainment for the whol e family on all devices — and eSports is now a key part of this mix,” says Super Channel COO, Don McDonald. “Our new venture with GINX allows us to provide Canadian homes with world-class eSports TV, including the shows, events, and hosts already enjoyed the world-over. It also provides the Canadian production community with an excellent opportunity to create new eSports content, to be seen on Super Channel and potentially distributed around the world through GINX world wide.”

The current value of today’s eSports marketplace is about 1B $USD and counts more than 250M fans. 2016 saw record-setting growth in eSports with $276M in prize money awarded to pro-gamers and about 20,000 tournaments hosted around the world for players and fans to enjoy and promote. All this bodes well for broadcasters who want to stake an early claim in the eSports arena and pursue new strategic deals and growth.

The GINX/Super Channel deal was brought together by FanTrust Entertainment Strategies president Catherine Warren, a consultant to both companies, who announced the news today at the ESports BAR global marketplace event in Cannes, France. The relationship is the first of its kind for both companies: GINX traditionally enters new markets through carrier relationships and Super Channel typically licenses premium TV programs rather than 24/7 broadcasts. Financial terms of the deal were not disclosed.