Top LATAM and Brazilian esports business developments in February 2021

Business in the Brazilian esports market continues to reflect the popularity of pro gaming in the region. Viewership on events like Garena Free Fire’s Liga Brasileira is testament to the LATAM audience’s passion for esports, and as usual, sponsorship deals and investments continue to make headlines.

Esports Insider has collated some of the key esports stories from Latin America — particularly Brazil — into a single article. For stories ESI covered during the month, click the link to read more.

Brazilian company Final Level raises £1.14m

Credit: Final Level

Brazilian organisation Final Level has raised $8.5m BRL (~£1.14m) in an investment round led by Brazilian fund Atmos CapitalOutfield Capital, and British organisation 1st11.

Final Level currently has more than 60 million subscribers on its own social networks and has around 500 million monthly views on its videos on YouTube. The company was founded in 2018 by the investment group Go4It, businessperson and YouTuber Felipe Neto, and former Brazilian communications firm Rede Globo executive João Pedro Paes Leme

Read more of the story here.

Betway targets Brazilian market with Betway Squad launch

Credit: Betway

Betway has introduced the ‘Betway Squad’, a roster of popular Brazilian esports personalities which includes Gustavo ‘Baiano’ Gomes, content creator Daniels Marcon, and streamers André Eidi ‘esA’ Yanagimachi Pavez, Bruno ‘Axt’ Habitzreuter and Sérvulo ‘Sheviii2k’ Júnior.  The purpose of the Betway Squad is to ‘deliver entertaining content for the Brazilian community’ whilst also solidifying ‘the company’s position as market leader’ in the region. 

As a part of the deal, Betway ambassadors will engage with the personalities’ fanbases through both individual streams and the Betway TV Twitch channel. 

Read more of the story here.

Santander partners with Garena Free Fire, launches sweepstakes for fans

Credit: Garena and Santander

Financial institution Santander has become the official bank partner of Liga Brasileira de Free Fire (LBFF), offering promotions for Garena Free Fire fans. Fans of the title can earn Diamonds — Free Fire’s in-game currency for cosmetic items — through Santander initiatives.

Read more of the story here

FURIA announces Brazilian UFC fighter Livinha Souza as athlete and streamer

Credit: Furia

FURIA has signed Brazilian Jiu-Jitsu multi-champion and Ultimate Fighting Championship (UFC) athlete Livia Renata Souza. Souza will represent FURIA while fighting in the UFC, with her first fight scheduled for March 6 on UFC 259 in Las Vegas.

Souza’s main hobby is gaming, which led her to start streaming Counter-Strike: Global Offensive and other games on Twitch. In her announcement video, she talked about her hobby and how she discovered FURIA, which led her to reach out to the organisation and seal the sponsorship. 

W7M and Vivo Keyd announces deal with Institution Pravaler

Credit: Pravaler

Brazilian financial institution Pravaler announced its entrance into esports through a sponsorship deal with W7M Gaming and a partnership with Brazilian org Vivo Keyd. The company will feature on W7M’s female Counter-Strike: Global Offensive team jersey and will also promote a CS:GO college tournament named Pravaler Challenge.

Vivo Keyd will promote branded content for the company on the organisation’s social media channels, as well as marketing activations with two of its popular influencers: Matheus Ueta and Tatielly “Taty” Maisa. Pravaler’s core business is financing courses and educational projects for students.

MIBR Announces Redragon as Sponsor

Redragon logo
Credit: Redragon

Brazilian esports organisation MIBR has agreed a sponsorship deal with gaming peripherals company Redgragon. The Redragon brand will be promoted through the organisation’s male and female CS:GO teams, as well as its Rainbow Six: Siege team.

Redragon will also provide MIBR with peripherals such as keyboards and mousepads. 

Coldzera named Parimatch global esports ambassador

Credit: Parimatch

Sports betting company Parimatch has named Brazilian Counter-Strike player Marcelo ‘coldzera’ David as its Global Esports Ambassador. The deal will see coldzera engage in social initiatives designed to support and build upon Parimatch’s brand. 

Coldzera is widely considered one of the best CS:GO players in the game’s history. 

To read more about the story, click here.

Vivo Keyd Renews Sponsorship With Equipment Maker OEX Game

Credit: Vivo Keyd

Brazilian organisation Vivo Keyd announced the renewal of its partnership with gaming equipment manufacturer OEX Game. The OEX logo will be displayed on the Vivo Keyd jersey, and OEX will also be involved in marketing activations with Vivo Keyd influencers and players.

OEX Game has been partners with Vivo Keyd since 2019 and has now renewed it’s deal for 2021. 

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