A Bahia housesa Brazilian retailer with over 60 years of history, in partnership with Garenadeveloper of Free Firethe world record download game, is the newest official sponsor of Brazilian Free Fire League (LBFF) in 2022. The network will be present throughout the eighth season of the biggest eSport tournament in Latin America, which starts in August, as well as the world stage, which will have its first edition scheduled for May. The unprecedented sponsorship will be officially launched this Saturday, April 16th, during the LBFF 7 final.
“We are expanding the brand’s presence in the games segment, which is one of the fastest growing categories in Brazil and worldwide. Free Fire is one of the most downloaded apps globally and one of the most democratic games out there, that is, it has total synergy with our positioning and our DNA, which is 100% Brazilian and popular,” he says. Ilca SierraChief Experience Marketing Officer (CXMO) da Via.
Casas Bahia is attentive to this movement and, since the last year, has been carrying out a series of actions to encourage and approach the segment. In 2021, the retailer hired Bruno Goes, the NobruWhat Creative Head of Games and later signed a sponsorship contract with Flow, champion team of the 4th Brazilian Free Fire League. In February 2022, the brand announced its digital influencer CB as the first gamer streamer of metaverso.
In Brazil, Free Fire remains the favorite title and is known by 70.9% of gamers who follow eSports according to the Game Brasil Survey (PGB 2021). With a wide reach, the game also invaded open television. The Serie A of the League will be broadcast live on RedeTV! and from its premiere on February 5th to March 26th and 27th, it amassed over 14 million viewers.
The negotiation had 3C Gaming as a strategic partner and brings the brand closer to the most played mobile game in the country and one of the most popular in the world. Casas Bahia will be present in all broadcasts and communication of the League, also promoting in-game actions. Currently, LBFF is broadcast 360: on YouTube, Space, RedeTV!, TikTok and BOOYAH!.
For Renan Philip, CEO from 3C Gaming, this partnership with Casas Bahia is connected to long-term relevance and construction:
“After joining platforms, influencers and pro players, the retailer is now joining another great asset of the gaming ecosystem to expand its initiatives to an even greater portion of the Brazilian community. The possibilities for co-creation between Free Fire and Casas Bahia are endless and we look forward to exploring them in the most relevant way possible for people.”
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