A Bauduccothe number 1 cookie brand in Brazil, enters the e-Sports universe with everything by announcing the sponsorship of the award-winning team Black Dragonsa team widely recognized by the community gamer Brazilian for more than eight years, a reference in many sports and in female leadership, as well as elected the best e-Sports team in 2018 by SportTV’s Esports Brasil award and which includes Nicolle Merhy, streamer Under 30, as CEO. In 2024, the brand takes on the role of official sponsor with a series of initiatives, such as the formation of a squad of influencers and adaptation of the team’s training center with the Bauducco Cookies look.
The brand recognizes that the young public is looking for new and exciting experiences, and to start this project, nothing better than the launch of an innovative cookie flavor to accompany the matches: the Bauducco Cookie Maxi Salted Caramelo. With irresistible salted caramel drops and a milk chocolate flavor base, this crunchy cookie offers a blend The only flavor that has already won over consumers across the country.
According to Bauducco’s Marketing Director, Luis Fernando Iannini, the project reflects the brand’s commitment to getting closer to young audiences, understanding their preferences and interests, in a strong movement towards contemporization.
“We observed that the biscuit category is one of the most consumed during the games, and this project represents our strategic entry into this gigantic market, perfectly aligning with Bauducco’s essence of innovation”, he concludes.
Founded in 1997 as a clan of friends united by their love of gaming, Black Dragons has evolved to become an e-Sports powerhouse. With the entry of the current partner and CEO, Nicolle Merhy, known by the community gamer such as Cherrygumms, in 2014, and participation in the Rainbow Six Siege game championships, launched in 2015, the organization gained prominence on the national scene. In 2016, Black Dragons officially transformed into an e-Sports company, achieving success year after year and consolidating itself as one of the biggest teams in the country. In 2022, it signed a partnership with the largest independent communications group in Brazil, the Dreamers Group, which has companies such as Artplan, A-Lab, Convert and Rock in Rio, becoming the new vertical of games of the company.
The project between Bauducco and Black Dragons goes beyond sponsorship. Together, they formed a powerful squad of influencers resulting in more than 7 million followers, according to data from February 2024. The union strengthens Bauducco’s presence in the e-Sports universe and expands the connection with young audiences. Meet the Black Dragons & Bauducco team:
- Nicolle Merhy or “Cherrygumms”, CEO Black Dragons
- Kevin Vechiatto, who also played Cebolinha in the Turma da Mnica films
- Nicolas Garcia Vieira or “NGVieira”
- Cristian Schroeder or “Sn4rFx”
- Thais Risso or “thaisjoga”
- Gabriel Gomes or “Gepege”
- Antnio Girardi or “Tonyboy”
And so that the team can train for epic matches and the squad of influencers to produce and share exclusive content with the public, the brand styled the Black Dragons training center, providing an incredible Bauducco Cookie setting suitable for matches. In the space, team members will be able to enjoy Bauducco Cookies during moments of relaxation.
“The partnership with Bauducco represents a significant milestone for Black Dragons. We are excited to work with an innovative brand that shares our vision of excellence and innovation, bringing it to those who follow us, as well as being the brand’s first time in the e-Sports scene. Together, we are ready to produce a lot of content connected to the community gameraligned with the brand’s culture, starting with our pool of dedicated influencers and sponsorship for the Rainbow Six teams, both male and female. And to further improve the competition, we will create a training room that is deliciously thought out in all aspects, from performance to communication”, says Nicolle Merhy, CEO of Black Dragons.
The project promises to offer not only a boost to the e-Sports scene, but also a sensorial experience for fans, reinforcing the joint commitment of both parties to providing renewal in the sponsorship scene in the area. Throughout this year, Bauducco and Black Dragons will build several activations together, but they are already ready to redefine the limits of what is possible in this exciting journey of innovation and competitiveness.
Bauducco transformed the Black Dragon training center. (Photo: Disclosure/Bauducco)
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