Garena Free Fire have announced that they have partnered with the Brazilian Soccer Confederation. This new deal will grant special content in Free Fire, and the game’s brand will be promoted by all of the Brazilian national soccer teams. That includes both the men’s and women’s teams.
The partnership
As part of this new partnership, Free Fire will include special content in their game such as skins and in-game items themed around the Brazilian teams. The Brazilian Soccer Confederation will also promote marketing activations with the game during matches and display the Free Fire brand publicity on the sides of soccer fields and at templates for interviews.
Their initial contract is set to last for two years. This is majorly good news for Garena. Brazil is one of the most frequent FIFA World Cup winners and this partnership is active during the 2022 FIFA World Cup in Qatar. This could be the biggest advertisement ever for the relatively new mobile title.
What is Free Fire
Garena Free Fire is a hugely popular free-to-play battle royale game. It is similar to titles like Fortnite, or PUBG. In fact, it sort of looks like a happy medium between the two. It is not as cartoonish as Fortnite, neither is it as mil-sim focused as PUBG.
You might think that this in-between approach would not be particularly popular, but you would be wrong. It had 80 million active players in 2020, and that number has only grown. The game is only available on Android and iOS, it is not a particularly demanding game graphically and many mid-tier smart phones can run it. The easy accessibility of the game means that fans from all around the world can enjoy it.
Garena Brasil Head of Operations Fernando Mazza spoke about their fans and their love of football:
“We know that many of our players are big football fans, and this partnership allows them to celebrate their passion for the Brazilian team through Free Fire. Football is an important part of Brazilian culture and a national passion for many. We hope Free Fire will continue to inspire our players, just as football has done for millions in Brazil and around the world.”
CBF's Marketing Director, Gilberto Ratto also spoke about the new partnership:
“Like the Seleção, Free Fire is a success in the country and accessible to all Brazilians. This partnership is one of CBF's most strategic recently, as it will bring us even closer to an extremely relevant audience for our market, which is the gamer. Within this sponsorship, we are planning a series of activation actions focused on the young audience, which will place the team more and more in this ecosystem.”
The future of the partnership
This year is the first season of the Brazilian Free Fire League, the new partnership will absolutely grow their fans and potential pros in the region. I can’t wait to see what Free Fire and the CBF have in store next.
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