Brazilian esports organisation FURIA has unveiled a partnership with food condiment brand Hellmann’s.
The partnership will see the pair work together to create content, participate in competitions and promote exclusive initiatives.
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According to a release, the mayonnaise giant’s foray into esports ‘demonstrates the strength of this market’ as a means of connecting with ‘loyal’ audiences. The partnership launches with the tagline; ‘Hellmann’s: the irresistible flavour of FURIA’.
The sponsorship sees the Hellmann’s brand become present on FURIA’s team uniforms. In fact, the brand has already appeared on jerseys worn by players at IEM Cologne, the CBLOL, and the Esports World Cup.
Bringing Hellmann’s on board sees FURIA continue a busy summer of sponsorships. Its partnership with gaming brand Lenovo Legion was renewed earlier this month, while earlier deals with sports clothing brand Champion and streaming service Crunchyroll saw the team reveal apparel and merchandise lines.
In July, the organisation announced a new 1200m² office and training centre in São Paulo, Brazil with a 150-person capacity. A few days prior, FURIA also announced that Milton Stiilpen Junior had joined as its Chief Technology Officer.
On the new partnership, André Akkari, Co-Founder and Co-CEO, at FURIA, commented: “The entrance of Hellmann’s at FURIA not only validates our organization as the leader in Latin America in the sector but also underscores the importance of the esports and sports scene in society.
“The way FURIA approaches esports, much like we do with football through the Kings League, extreme sports, and communities in general, brings major players from each sector closer to these universes. It’s a great pleasure to know we have such a powerful new partner to continue this explosion.”
