Esports tournament organiser Rally Cry has announced a collaboration with streaming platform Twitch to bolster advertising opportunities for League of Legends’ North American Challenger League (NACL).
The first deal as a result of the collaboration is with car-sharing marketplace Turo, with the company becoming NACL’s presenting sponsor.
Rally Cry and Twitch will collaborate on sponsorship sales for Riot Games’ tier-two League of Legends competition for North America, which Rally Cry organises. Notably, this includes leveraging Twitch’s reach and in-house sponsorship sales expertise.
The remainder of the North American Challengers League summer season will now be presented by Turo as the competition heads into the Playoffs. Whilst exact details of any activations have not been disclosed, Rally Cry has stated that the deal will help support the summer campaign as well as power ‘custom and interactive broadcast integrations’.
This year has been a turbulent period for League of Legends in North America, with the NACL undergoing significant changes to its format midway through 2023. Changes to NACL rules allowed LCS organisations to opt out of fielding an academy roster for the summer split. As a result, only three of the 10 LCS teams opted to retain an Academy roster — Evil Geniuses, FlyQuest and Team Liquid.
The resulting rule change led to an LCS player walkout which postponed the start of North America’s tier-one competition. An agreement was struck on June 9th between Riot Games, the LCSPA and the league’s teams to resume the league and provide support to the NACL.
Following the format changes and added support, the NACL summer split has seen an uptick in peak viewership (31,150) when compared to its spring season (26,599), according to Esports Charts. This is largely due to the introduction of esports organisation Disguised into the League of Legends ecosystem. The North American team is owned by popular content creator and streamer DisquisedToast and is the most watched organisation in the NACL so far this split.
However, despite DisquisedToast’s influence, the league is currently reporting a similar average viewership to its previous split — 8,289 in NACL Summer compared to 8,139 NACL Spring.
Adam Rosen, CEO of Rally Cry, commented on the Twitch collaboration: “We are thrilled to partner with Twitch, the home of live-streamed competitive gaming.
“This collaboration represents a significant milestone in our mission to empower gamers and drive positive growth within the esports community. Together with Twitch, we are creating an extraordinary platform for talent development, enabling players to flourish and turn their passions into professional careers.”