FURIA surprised the esports world by announcing a new sponsorship agreement with Hellmann's, a German mayonnaise brand. This partnership looks unusual at first glance, but it highlights the globalization of the esports industry and demonstrates how non-traditional brands are beginning to invest in the world of esports.
The collaboration promises to be a busy one, with both parties planning to create content and promote unique initiatives. These may even include sandwich making competitions. This unusual alliance is exciting not only because of its unexpectedness, but also because Hellmann's appears to understand the importance of supporting players by adding flavor to their gaming sessions.
Collaboration History
This isn't the first time major companies from other industries have started collaborations with cybersports organizations. However, Hellmann's FURIA sponsorship can be considered one of the most original. The mayonnaise brand has already appeared on the team's jerseys during IEM Cologne, emphasizing that this partnership will be a notable one.
Key details and significance
The main slogan of the sponsorship is “Hellmann's: the irresistible taste of FURIA”. This slogan indicates that both companies realize the comicality of the situation but are serious about the collaboration. The partnership is also an example of how FURIA continues to look outside the box for funding, moving away from the usual betting and gambling partners.
During IEM Cologne, FURIA performed poorly, finishing in last place in the group stage. In this context, the cooperation with Hellmann's could be an additional motivation for the team.
Conclusion
FURIA's sponsorship with Hellmann's highlights the trend of the expanding esports market, where even unusual brands like mayonnaise manufacturers see the potential to promote their products. This partnership proves that esports continues to evolve and attract the attention of an ever wider audience and non-traditional investors.
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