Friend and me did ranked and he got bronze 3 even thought it was his first match this season?

Hi ! me and my friend just finished a match and we didn't do to well but even thought it was his first one this season it said "here's your rank, bronze 3" even though as said it was his first of the season? is this a bug or ? I was under the impression that each season you got 10 promos and that determined your rank?
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