North American esports organisation CLG announced a partnership with community management platform Advocate.
Per a Twitter post from CLG, Advocate with help the organisation ‘manage [its] campaigns effortlessly on Twitch and other platforms’.
The partnership falls in line with plans by CLG’s new Head, Greg Kim, who was appointed in July. At that time, the organisation said that Kim would maximise CLG’s business performance, launch growth initiatives, drive marketing partnerships, enhance fan engagement, and ‘provide leadership in the evolving esports community’.
Since Kim’s appointment, CLG has entered into a partnership with lighting manufacturer Govee. In addition to using Govee’s products in their Performance Center and among team players, the two entities will collaborate on co-branded lighting products and produce various marketing campaigns across social media, streaming platforms, and the web.
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Advocate specialises in esports and streamers. It provides tracking, reporting, distribution, and measurement tools to aid in marketing and sponsorship campaign management.
The company adds CLG to a growing list of esports partners, including TSM FTX, Chicago Huntsmen, Team Liquid, Golden Guardians, New York Excelsior, Dallas Empire, San Fransisco Shock, New York Subliners, Envy, Obey Alliance, Panda.gg, Dallas Fuel, Dignitas, Houston Outlaws, and AndBox.
Esports Insider says: Advocate is making a name for itself among brands, esports teams, and streamers. In a world where everyone is bombarded with ads from all angles, it’s important for brands to stand out and understand why a campaign works (or doesn’t). In esports, the community is king so it’s no wonder that so many esports orgs have made strategic marketing platform deals like this one to stay relevant.