Digital bank Next has named Black Dragons CEO, Nicolle ‘Cherrygumms’ Merhy as its latest brand ambassador.
Merhy joins the likes of Bruno ‘Nobru’ Góes and Gabriel ‘FalleN’ Toledo as ambassadors of the digital bank.
Paulo Aguiar, Marketing Head of Next, commented: “The impact of the gaming community on the economy and society is notorious. Accessible gaming championships such as FreeFire, for example, generate new work and life opportunities for thousands of people. Next realised this transformation potential more than two years ago, and became one of the strongest brands in the gaming scene.”
Merhy is the CEO of Black Dragons, a Brazilian esports organisation that is largely known for its time in Brazil’s Rainbow Six Siege ecosystem. Merhy is also Nike’s first Brazilian game ambassador.
Merhy, added: “I chose to partner with Next for the purpose of the project and because I know that the brand has been involved with the gaming world for a long time. Next isn’t just ‘surfing the wave of the game worlds’. The main pillar of the project that we are going to build together is equal opportunity for all.”
The partnership between Merhy and Next occurred through Out of the Mug, a Brazilian agency focused on esports.
Luiza Helena, Founder of Out Of the Mug, discussed the partnership: “We are striving for the games and esports scene to be more and more attractive to large non-endemic brands and to see that brands like Next are investing and supporting more and more is a huge joy for us.”
Similarly to Nobru and FalleN, Merhy comes with a huge social media following, as of this writing she boasts 480,000 subscribers on YouTube, 307,000 followers on Instagram, 117,000 on Twitter and 72,000 on Twitch.
Esports Insider says: Merhy is one of the most influential people in Brazil when you talk about esports. Being present in the scene for so long consolidates her position as one of the biggest names in the market. Having Merhy as a face for Next, should help captivate female gamers and the whole community to understand and accept the female esports scene.