FURIA rents Time Square billboard to announce star player signing

furia fallen
Image credit: FURIA

Brazilian esports organisation FURIA announced the signing of its newest CS:GO player, Brazilian star Gabriel ‘FalleN’ Toledo, by renting a large billboard in Times Square in New York, USA.

The announcement is an expensive first-of-its-kind, given the fact that organisations usually announce players via social media channels, and represents a sizeable purchase by the organisation.

ESI Lisbon 2024

Founded in 2017, FURIA is a Brazilian organisation best known for its top CS:GO roster. The organisation competes in CS:GO, VALORANT, League of Legends, Rocket League and other esports titles on a regional and international level.

In a departure from custom in esports, FURIA decided to announce the new signing on a billboard in Times Square, one of the most famous — and expensive — advertisement spaces in the world. Daily advertising costs in Times Square can reach up to $50,000 for a day of advertising for the most expensive locations.

Gaming companies such as Epic Games have advertised extensively in Times Square in the past, though this is certainly the first time an esports team has decided to advertise a new player signing in this way.

A major Brazilian star, Gabriel Toledo is one of the most successful players in CS:GO history and the winner of two CS:GO Majors. Toledo was a part of the most successful Brazilian roster in CS:GO and played for the likes of Luminosity and SK Gaming before joining MIBR and finally Imperial Esports. Toledo had previously announced that he plans on retiring in late 2023, but that seems to be put aside side for now.

Co-Founder and Co-CEO of FURIA, André Akkari, commented: “FalleN’s arrival represents a moment of unity for Brazilian esports. It is a milestone for the community, which longed to form a team that represents the best of Brazil in order to once again reach the top of the [Counter-Strike] world. Differences and obstacles have been overcome, and the Brazilian esports community can finally celebrate this moment.”

Elsewhere, FURIA recently collaborated with artist Guilherme Lemes to release the ‘Magic Panthera’ collection, and has kickstarted operations in Malta to bring its teams closer to European competitions.

Ivan Šimić
Ivan comes from Croatia, loves weird simulator games, and is terrible at playing anything else. Spent 5 years writing about tech and esports in Croatia, and is now doing it here.