A leading eSports company in the UK has announced a deal to broadcast its tournaments on BT Sport.

The Elite Series, organised by London-based Gfinity, features competitions on Street Fighter V, Counter Strike: Global Offensive and Rocket League, with £225,000 in prizes up for grabs.

The new deal will bring eSports, already enjoyed by millions online via Twitch, to a brand-new audience via a traditional TV broadcast. The first coverage will air tonight at 9:30pm.

Gfinity also recently started broadcasting its competition on online-only channel BBC Three.

“We are very pleased to launch this partnership and deliver the Elite Series to our fans on TV, through BT Sport,” said Gfinity CEO Neville Upton.

“BT Sport has shown a commitment to be at the forefront of sports broadcasting and this is an amazing opportunity to bring eSports to a new audience in the UK, showcasing the incredible engagement and passion of the gamers and fans.

“We look forward to working with BT Sport to grow eSports in the UK through engaging and innovative new content.”

Gfinity

The Elite Series tournament showcases competitive gameplay from eight well-known franchises made up of today’s best professional players alongside future stars from the Gfinity Challenger Series, a free online competition open to all gamers.

These eight teams will battle it out weekly in head-to-head gameplay, culminating in a weekend of finals on September 1-3.

Andy Haworth, BT’s managing director of content and strategy, commented: “This fantastic tie-up with Gfinity marks our latest move to support and engage with the passionate and extensive gaming community here in the UK.

“The popularity of competitive gaming is growing rapidly and we are excited to announce that the inaugural season of the Elite Series will be broadcast on BT Sport.”

Gfinity acquired US eSports software business CEVO for $2.7 million last week.