paiN Gaming and JBL Quantum, the gaming-focused line from JBL under Harman, have officially renewed their sponsorship agreement for another year. Running through February 2026, the agreement marks the fifth consecutive year of collaboration, and stands out for its longevity in an industry where sponsorships of such duration are relatively uncommon.
In the official announcement, the companies regard the successful case of long-term brand investment by citing strong community engagement and consistent brand performance as key outcomes, and even shared figures on it. However, financial details were not disclosed.
A research conducted in 2024 with over 7,000 participants indicated broad community recognition of the JBL Quantum brand—an achievement attributed to joint communication strategies between the two companies. Also, the partnership has resulted in a range of initiatives, including experiences such as the 2024 “Game Island” activation within Minecraft, where paiN represented JBL Brazil and attracted substantial engagement from the community. The campaign generated over 900,000 impressions and 325,000 views.
As the paiN and JBL alliance started in 2020, the partnership has evolved over the years from brand awareness initiatives to more strategic marketing efforts. According to the announcement, in 2025 the focus will shift towards consideration-based marketing actions designed to guide consumers in choosing JBL Quantum products, reinforcing product value through curated content and experiences.
The collaboration has also influenced JBL’s participation in major gaming events. Notably, JBL’s presence at the Brasil Game Show (BGS, Brazil’s largest gaming culture event) was prompted by a recommendation from paiN Gaming in 2023.
paiN Gaming’s Chief Marketing Officer, Sharis Endres, spoke with exclusivity to The Esports Radar, highlighting the message such a lasting brand/organisation partnership sends to the industry: “The renewal of a sponsorship for the fifth consecutive year demonstrates that, in the world of esports, consistency and long-term vision make all the difference. The key takeaway for the market—and for those looking to invest in it—is that meaningful results and genuine relationships are not built overnight.
When a brand like JBL commits continuously to an organisation like paiN, what we see is more than just a commercial relationship; it is a shared commitment to the community, the growth of the industry, and the cultural impact gaming holds today. This longevity proves that investment in esports can—and should—be strategic, structured, and purposeful. That is how real value is created for everyone involved: brands, organisations, players, and, above all, the fans,” said the CMO.
At the announcement’s press release, Endres highlighted the partnership’s digital success, citing over 400 organic posts involving JBL Quantum in 2024 alone. These reached 11 million people, with 17 million impressions and more than 300,000 likes across paiN Gaming’s social media channels and those of its influencers and players. “In 2025, we renew our commitment to bring the gaming community even closer not only to the JBL Quantum brand, but to the purpose and experience that each product in the line can offer to a passionate and demanding audience.”
According to Brazil’s Harman Marketing Director, Anderson Oliveira, the extended collaboration reflects JBL’s long-term commitment to the gaming market: “When entering the gaming universe, we chose to build a partnership with one of the largest and most respected esports teams in Brazil, capable of bringing visibility across various gaming communities and supporting us with the language and approach that continues to win over an increasingly enthusiastic and discerning audience. It’s been five years of a strong bond and solid friendship with paiN Gaming, showing we are on the right track, reinforcing our brand’s relevance in the segment and establishing ourselves as one of the leading headset players in the market.”
Founded in 2010, paiN Gaming is one of Brazil’s most historic esports organisations, with competitive teams in League of Legends, Free Fire, and Counter-Strike 2 (CS2). Recently, the organisation also reached business headlines for hosting Melitta‘s first café inside an esports facility.
