Brazilian esports organization FURIA announced Tuesday that it has signed a worldwide partnership with Unilever mayonnaise brand Hellmann’s.
Financial terms and duration of the deal were not disclosed.
Under the terms of this new partnership, both companies will create content, collaborate in competitions, and promote exclusive initiatives. FURIA will also promote the brand in content it creates, in social media posts, and other direct marketing efforts.
The organization will also adopt the new tagline, “Hellmann’s: the irresistible flavor of FURIA.”
“Hellmann’s aims to be increasingly close to fans during the moments when they are creating great memories and doing what they love most,” said Carolina Riotto, marketing director for the food category at Unilever Brazil. “For the past two years, the brand has been building a relationship with the gaming community, and with the sponsorship of FURIA, one of Brazil’s top esports teams, we will continue to elevate the experience for esports enthusiasts with even more strength, through a diverse portfolio that caters to the practicality needed by those who need to stay focused on the game without sacrificing flavor.”
Hellmann’s made its debut on FURIA’s uniforms in competitions taking place at IEM Cologne, the Brazilian League of Legends Championship (CBLOL) in São Paulo, and the Esports World Cup in Riyadh, Saudi Arabia.
Hellmann’s joins other FURIA partners and sponsors including Betnacional, Cruzeiro do Sul Virtual, Pokerstars, Lenovo Legion, and Red Bull, among others.