Brazilian esports organisation FURIA has announced a new partnership deal with Brazilian dairy company Grupo Piracanjuba.

The partnership focuses on the company’s protein product line, Piracanjuba ProForce. The brand, which was previously known as Piracanjuba Whey, produces high-protein dairy beverages and supplements.

As part of the deal, the Piracanjuba ProForce brand will appear on the jerseys of all FURIA lineups including Counter-Strike 2, VALORANT, Rocket League, and Rainbow Six Siege. In addition, the logo will be placed on the shorts of the team competing in Kings League Brazil.

Apart from the brand placement on team apparel, the partnership will include the production of original content focused on high-performance and fitness routines. This content will be created together with FURIA creators and athletes connected to the organisation’s ecosystem. In return, FURIA will receive an undisclosed sponsorship amount from the partnership.

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Diogo Gandra, Head of Business Development at FURIA, who led the partnership, said in a LinkedIn post (translated from Portuguese), “We announce the arrival of Piracanjuba ProForce as a new official partner of FURIA. Two Brazilian brands coming together: on one side, a company with more than 70 years of history; on the other, one that was born in esports and has today become a reference in the international sports market.”

“Entering the world of sports means recognizing that new generations build habits, references, and lifestyles in the digital realm as well. Having a legitimate presence in this territory is a strategic choice that reflects our interest in engaging with connected and constantly evolving communities,” (translated from Portuguese) said Lisiane Campos, Marketing Director of the Piracanjuba Group.

The Piracanjuba deal adds to a growing list of partnerships for FURIA. Last year, the organisation announced a two-year partnership with eyewear and apparel brand Oakley. The deal included Oakley branding on team kits and plans for collaborative product lines, with the jersey worn by the team’s Counter-Strike 2 roster during the playoffs of the StarLadder Budapest Major. Around the same time, FURIA also brought several of its growing business activities together under a new holding company called The Move Group.

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