TSM FTX expands partnership agreement with Advocate

North American esports organization TSM FTX has announced the renewal and expansion of its partnership with the community management platform Advocate. As a result, both parties will collaborate to create branded activations on Twitch. As part of the activations, parties will display banner ads during broadcasts, create custom chatbot messages, and broadcast interactive videos.

The collaboration envisions Advocate helping TSM FTX manage live activations across its roster of over 100 streamers, tracking the value of those activations through audience and engagement metrics. According to a press release, the partnership aims to strengthen the two organizations' commitment to innovation in streaming.

Ned Watkins, Senior Vice President of Sales at TSM FTX: "We were incredibly pleased with Advocate not only with how the platform performs standard branding activations on Twitch, but more importantly, with how it accurately tracks and measures the value of those activations."...

Los Angeles-based 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 live branded activations, providing users with a set of tools to create interactive experiences. Note that Advocate originally signed a partnership agreement with TSM FTX in September 2020.