During the break commercial of Fantástico TV show, the program with the highest audience on Brazilian television, from TV Globo, Garena announced its first major brand positioning for Free Fire in Brazil, a game that has more than 150 million active players daily in the world.
The campaign entitled “O Jogo Virou” (The Game has Turned) shows how Free Fire reverberates throughout the country, making references to the game in each scene and bringing to life elements known by our players and lovers of the entertainment world. The campaign that started on the 17th will be available in physical format, such as bus stops, subways and shopping malls, in addition to being widely present on the digital platforms of the main Brazilian TV channels.
‘’With this campaign, we will not only be able to connect our fans, but also arouse the interest of those who still don’t know this world that has become not only an entertainment, but also a style and a culture’’wrote Fernando Mazza, Head of Operations at Garena in Brazil.
Garena Free Fire Sponsors Brazilian National Soccer Team
Free Fire has announced its sponsorship of the Brazilian national soccer team, the only five-time World Cup champion. The partnership has an initial duration of two years and Free Fire joins other brands such as Nike, MasterCard, Itaú bank, and FIAT as sponsors of CBF.
In addition to digital activations, Free Fire’s brand will also be present in important moments of the national team, such as signs on the field and in the backdrop of interviews, and, of course, with official in-game items. This partnership represents the union of two great national passions: Free Fire and soccer.The game will be promoted by the men’s and women’s teams, and also youth categories.
The Brazilian Men’s National Soccer Team is known worldwide for being the most prominent FIFA World Cup champion, having won the tournament five times. Garena’s sponsorship will be active during the 2022 FIFA World Cup in Qatar, as the agreement is initially valid for two years. Brazil is still competing in the South American qualifiers for the competition, but is virtually qualified after six wins, six points ahead of second-placed Argentina.
The deal is beneficial for both the game and the confederation, as Free Fire can connect with even more people after its success in the country by being an accessible and inclusive mobile game. The CBF, in turn, will be able to reach a younger audience that enjoys soccer and competitions. Many current Free Fire players initially dreamed of becoming professional soccer players, including the biggest star of the esport in the country, Bruno “Nobru” Goes.
While the game will now feature special content such as skins and in-game items with the Brazilian national team theme, CBF will also promote marketing activations with the game during matches and display Free Fire brand advertising on the sides of soccer fields and in interview templates.
As well as Garena’s new deal, Epic Games also ventured into the world of professional soccer in the country earlier this year, sponsoring Santos FC during the finals of the Taça Libertadores da América, the main event for South American soccer clubs, by displaying the Fortnite. brand on the Santos jersey.
About Garena
Garena is a leading global online games developer and publisher. Free Fire, its self-developed mobile battle royale title, was the most downloaded mobile game in the world in 2019 and 2020, according to App Annie. Garena is run by passionate gamers and has a unique understanding of what gamers want. It exclusively licenses and publishes hit titles from global partners – such as Arena of Valor, Call of Duty: Mobile, and League of Legends – in selected markets globally. Garena champions social and entertainment experiences through games, enabling its communities to engage and interact.
Garena is also a leading esports organiser and hosts some of the world’s biggest esports events. Garena is a part of Sea Limited (NYSE:SE), a leading global consumer internet company. In addition to Garena, Sea’s other core businesses include its e-commerce arm, Shopee, and digital financial services arm, SeaMoney. Sea’s mission is to better the lives of consumers and small businesses with technology.
Free Fire has been downloaded more than 1 billion times on Google Play Store! Free Fire is the first mobile battle royale game to achieve this milestone, and joins a small group of mobile games who have done so.
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