TSM FTX extends partnership with Advocate

North American esports organisation TSM FTX has announced the renewal and extension of its partnership with the community management platform Advocate

As a result, the two parties will collaborate on producing branded Twitch activations. This includes in-stream image rotators, customised chatbot messages and full-channel takeovers, as well as interactive videos. 

Image Credit: Advocate

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Ned Watkins, Senior Vice President of Sales for TSM FTX, spoke on the announcement: “We have been incredibly pleased with Advocate, not only with how the platform executes standard branding activations on Twitch, but more importantly the way it accurately tracks and measures the value of those activations.

“With Advocate’s tools, we can turn logo slaps into interactive fan experiences that engage with our audience. Advocate aims to be a leader in the streaming activation valuation space and TSM FTX, as a pioneer in esports, is positioned well to help them achieve that goal.”

The collaboration sees Advocate helping TSM FTX with managing branded live-streaming activations across its roster of over 100 streamers while tracking the value of those activations through viewership and interaction metrics. 

According to the release, the partnership aims to solidify the two organizations’ commitment to innovation in the live-streaming space.  

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Deric Ortiz, Founder of Advocate, commented: “I have been a TSM fan for as long as I can remember and count myself fortunate to collaborate with such an esteemed organization. 

“We are excited to support TSM on their journey as they continue to evolve how they manage, produce, and measure their influencers and events. Our bespoke approach empowers clients like TSM to take full advantage of their imagination when creating new and powerful experiences across their channels for their fans and sponsors.”

Based in Los Angeles, the Advocate platform reportedly focuses on helping teams, brands, agencies and communities manage online events and sponsorships across multiple channels. The company claims to automate the distribution and measurement of branded live-streaming activations while providing users with a toolset to create interactive experiences. Advocate originally signed the partnership with TSM FTX in September 2020. 

Esports Insider says: Managing sponsorships and branded activations can be tricky, especially for an organisation with such a big roster of athletes and creators. This collaboration is likely to further streamline TSM FTX’s branded activations, so it will be interesting to see the live-streamed content that comes out of it. 

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