Brazilian esports organization FURIA announced Tuesday that it has signed a sponsorship deal with Mondelēz Brasil’s chocolate brand BIS.
Financial terms of the deal were not disclosed.
Under the terms of this new deal, the BIS brand will be featured on FURIA esports jerseys and on the uniforms of its football team, FURIA FC (which competes in Kings League Brazil). BIS will also take charge of several strategic initiatives on digital platforms, broadcasts, and offline activities during the championship. For its part, FURIA will promote the brand on various social media platforms and work with BIS to create unique video and social media content. This deal represents the first time BIS has tried to tap into the esports ecosystem.
“FURIA connects with millions of people through different channels, broadcasts, and content, especially with Generation Z,” said FURIA Chief Marketing Officer Pedro Lopes. “We have experience in activations across a variety of segments, and it’s a pleasure to tell new stories alongside BIS, which has been building a strong relationship with young audiences for years. It’s a partnership that has everything it needs to generate creative projects and memorable moments for our community.”
BIS joins other FURIA sponsors and partners, including TCL, Logitech, Lenovo, PokerStars, BetBoom, Red Bull, and Hellmann’s.
Mondelēz Brasil is a regional division of snack company Mondelēz International (NASDAQ: MDLZ), which operates in approximately 150 countries and owns a number of brands, including Lacta, BIS, Oreo, Club Social, Tang, and Trident. The company reported a net revenue of $36.4 billion USD in 2024.