Brands will create content and join forces to participate in competitions and promote proprietary actions
Hellmann’s has announced that it has become a new partner of Furia, one of the leading global eSports organizations. Under the agreement, the brands will create content and join forces to participate in competitions and promote proprietary actions.
With the motto “Hellmann’s: the irresistible flavor of FURIA”, the sponsorship aims to demonstrate the strength of the gamer market as a means of connection and communication.
“Hellmann’s aims to be ever closer to fans at the moments when they are creating good memories and doing what they love most. For two years, the brand has been building this relationship with the gamer audience and, with the sponsorship of Furia, we will continue to elevate the experience of e-sports lovers, now with even more strength, through a varied portfolio that takes into account the practicality required by those who need to stay focused on the game, but don’t give up on flavor”, said Carolina Riotto, marketing director of the Food category at Unilever in Brazil.
This is not the first time that Hellmann’s and FURIA have teamed up. In 2022, the brand was present at Casa Furia, an event that took place in Rio de Janeiro (RJ) during the IEM Rio Major, bringing together cultural activations with personalities from the gaming world and professional players.
“Hellmann’s arrival at Furia not only validates our organization as the leader in Latin America in the sector, but also the importance of the esports and sports scene itself in society. The way Furia treats electronic sports, as well as football through the Kings League, extreme sports and communities in general, brings back the greats of each sector closer to these universes. It is a great pleasure to know that we have such a powerful new partner to continue this explosion”, concluded André Akkari, co-founder and co-CEO of Furia.
Hellmann’s has already debuted on FURIA’s uniforms in August’s competitions and can be seen during the IEM Cologne, in Germany, the Brazilian League of Legends Championship (CBLOL), in São Paulo, and the Esports World Cup in Riyadh, Saudi Arabia.
