Lou Garate ends 12 year NASCAR career to join Twitch

Lou Garate leaves his senior VP/partnership marketing position at NASCAR to join Twitch as its first head of global sponsorship sales. He will make his departure after the final NASCAR race of the season, which holds in Miami later this month.

Garate will work from Twitch’s New York office, where his responsibilities will focus on developing partnerships with different organizations and brands, with an emphasis on esports. 

Garate said in a statement regarding his move:

“After an incredible 12-year run at NASCAR, working closely with many of the most successful and recognizable brands in the world, I am excited to begin the next phase of my career with one of the fastest-growing entities in media. Twitch is at the forefront of changing how the world watches and experiences live entertainment and are the global leader in esports broadcasting and sponsorship.

I look forward to getting started and helping brand partners navigate the complex esports landscape and achieve their business objectives.” 

Before joining NASCAR in 2007, Garate worked as the managing director at Ryan Partnership, where he consulted on sports sponsorships for clients such as Nestle Waters and Heineken. As senior VP, Garate was responsible for NASCAR’s sponsorships with brands in consumer packaged goods, fuel, automotive, and financial services.

Twitch chief revenue officer, Walker Jacobs also commented on the hire: 

“We couldn’t be more excited to welcome Lou to Twitch. 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.”

During his long career, Garate has also worked in different sales and marketing positions at organizations like the NFL, Loews Cineplex, and Millsport.