The Brazilian division of Norwegian esports organisation 00Nation has partnered with fast food chain KFC for brand activations during CS:GO’s IEM Rio Major 2022.
Valid through to the end of the Major, the deal includes brand exposure on 00Nation’s team jerseys, marketing activations with 00Nation’s players in Rio de Janeiro and special content on social media.
00Nation’s CS:GO team played during the Major’s Challenger Stage, however, the organisation failed to make it to the next phase. KFC branding could already be seen on the player’s jerseys, but the early elimination from the competition slightly changed the organisation’s announcement plans. The partnership now will continue with marketing activations until the contract is complete.
Financial details have not been disclosed. The deal was brokered by Chico Tattini, 00Nation’s Head of Partnerships in Brazil, who joined the organisation in July along with a whole new management team.
The partnership is limited to the Brazilian branch of 00Nation, which runs the organisation’s CS:GO team. 00Nation’s CS:GO roster features prominent players within Brazil’s competitive scene such as Marcelo ‘Coldzera’ David and Epitácio ‘TACO’ de Melo.
00Nation’s Brazil branch additionally has another Brazil-specific partnership with peripherals brand Redragon.
KFC has been strengthening its presence in South American esports as a whole. Recently, the company closed a sponsorship deal with the Argentina-based organisation Leviatán. Before that, in 2020, KFC sponsored the Brazilian Rainbow Six Siege Championship.
In other regions, the fast-food chain announced partnerships in India with OR Esports and in Asia with Hong Kong-based organisation Talon Esports.
Ricardo Sinigaglia, Esports Director at 00Nation, commented: “In addition to the support and structure, this partnership also brings enormous credibility to the organisation, which is always looking to have the best partners and offer the best conditions for our players.”
00Nation, formerly known as Nordavind, has also expanded its range of partnerships. In the second half of 2022, the organisation announced deals with betting website Parimatch and global sportswear brand Adidas.