Multinational esports organisation Team Liquid has announced a partnership with the Brazilian branch of supermarket chain Carrefour.
The collaboration will see Team Liquid take part in the ‘Hero’s Journey’ campaign, established by esports and gaming agency Unlocked. The Brazilian branches of both brands will focus on entertaining and informing fans about Carrefour Gaming’s offerings, with the participation of Team Liquid’s Rafael ‘Rakin’ Knittel and Claudia ‘Haru’ Andriolo as ambassadors.
The activation will see the two influencers engage with their fanbase through social media, dedicated Twitch streams, and three Team Liquid-hosted in-store activations at the Sao Paulo Carrefour store. This also includes the chance for fans to take part in a ‘beat the pro’ challenge.
Fans who purchase Carrefour Gaming gift cards will participate in gaming-related giveaways and have the possibility of winning an exclusive fan tour in the Sao Paulo Team Liquid Alienware Training Facility.
The Hero’s Journey campaign will begin later this week with a dedicated Twitch stream on Rakin’s channel on Friday, March 22nd, and an in-store activation at the Osasco Carrefour Hypermarket the following day.
For Carrefour, this marks the second time it has established a partnership with an esports team. The first one dates back to 2022, when the esports division of Belgian football club KRC Genk Esports formed a partnership with the supermarket chain. The other esports organization with a supermarket chain sponsor is Team Vitality, which recently extended its collaboration with ALDI for its women’s League of Legends team.
Marie Trivino, Head of Growth at Carrefour Services, commented: “Carrefour has always been dedicated to expanding the range of ways we can engage with our consumers across the globe.
“We are excited to debut this partnership in Brazil with Team Liquid and give Brazilian gamers this unique experience to engage with gaming culture through our gift card offerings.”
