FURIA unveils new visual identity, secures Betnacional partnership

FURIA CS:GO squad with the new jersey. Image credit: FURIA

Brazilian esports organisation FURIA has revamped its visual identity and signed a new partnership with betting website Betnacional.

The rebrand occurs as the organisation takes part in Brazilian video game convention Brazil Game Show (BGS). FURIA has a booth in partnership with HyperX and its CS:GO team is playing qualifiers for the IEM Major Rio 2022.

Using the motto ‘Spray It’, the new visual project obtains inspiration from graffiti culture, which is part of the urban identity FURIA seeks to establish for itself. The rework can be seen already on FURIA’s new jersey and on its social media channels.

Bryner Caldas, Head of Creative at FURIA, commented: “The colours are the symbol of the renewal of the FURIA brand. They were already part of our DNA when we talk about inclusion and diversity and social issues.

“Now they are also part of our competition uniform. FURIA is the same in passion and competition, only now it enters to win with much more energy.”

The new style and tone are in tune with FURIA’s latest ventures. This includes launching a new venue in Miami in the Wynwood neighbourhood, a part of the city known for its street art. One of the goals of the facility is to get closer to fans and build a local community strongly connected with the organisation.

Along with the new identity and the new jersey, FURIA also announced the Brazilian betting website Betnacional as its new sponsor. The company replaces Betway as the organisation’s betting partner after over one year.

FURIA’s other commercial sponsors include monitor brand AOC, PokerStars, FTX, Twitch, Red Bull and HyperX. Although it is a Brazilian brand, Betnacional is a company registered in Curaçao.

Following FURIA’s sponsorship policy, the Betnacional brand will be displayed in FURIA’s jerseys for all esports it fields rosters in, except League of Legends due to Riot Games restrictions. Social media channels are also included.

Victor Frascarelli, Journalist
Victor Frascarelli is a Brazilian esports business journalist focused on the LATAM market. Previously at The Esports Observer for two years, Victor enjoys all things competitive, from League of Legends to football to chess to CS:GO.