Brazilian esports organisation LOUD has announced a naming rights agreement with chocolate brand Snickers, renaming its Free Fire competitive lineup to LOUD SNICKERS. The deal, which deepens an existing sponsorship, aims to integrate the brand more authentically into the gaming community and is coupled with the return of LOUD’s dormant Free Fire YouTube channel.
In a video announcing the deal, LOUD CEO Bruno “PH” Bittencourt linked the organisation’s roots to the development. “LOUD started its history in Free Fire and along the way we met some partners who supported us to build an incredible journey. One of them is Snickers,” he said. “If you follow the Free Fire scene, you know Snickers is increasingly appropriating this territory, investing more in the scenario, and they realised the result is very good. LOUD is the face of Free Fire, Snickers is also becoming the face of this community.”
The partnership, which began as a standard sponsorship in March 2024, has now evolved to its current level, becoming the organisation’s first-ever naming rights partnership. Snickers, produced in Brazil by Mars, identified the collaboration as a key method for engaging with the young, competitive audience within the Free Fire scene. The brand is also partnered with Garena since early 2025, and appears as a sponsor of official Free Fire competitions in the country.
Lucas Hupsel, an Account Specialist at LOUD who led the negotiations, emphasised the strategic shift the deal represents. He stated the move “consolidates a partnership built with consistency” and evolves it to a “new level of trust, relevance and impact.” He further explained the philosophy behind the partnership: “SNICKERS building together with the scenario, understanding the community and adding narrative without being perceived as a mere interference; far from it, in fact, SNICKERS is becoming increasingly part of this community.”
This development occurs alongside other significant movements within the Brazilian Free Fire competitive landscape. In a separate announcement, European organisation Virtus.pro confirmed its return to the title with a new Brazilian roster and has joined Garena’s Free Fire Partner Programme. The squad is set to compete in C.O.P.A. Free Fire 2026, beginning on January 31st.
Snickers is not the only chocolate brand aiming for visibility in Brazilian esports. KitKat, produced in Brazil by Nestlé, is a long time sponsor of the Brazilian League of Legends Championship (CBLOL).
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