FURIA has secured a new sponsorship with BIS, the snack brand from Mondelēz Brasil. The partnership, which will see the brand featured on the organisation’s official kits and across its digital and event activations, is designed to strengthen BIS’s connection with Generation Z through the converging worlds of esports and entertainment.

The agreement positions the BIS logo on the right sleeve of the jerseys for all of FURIA’s teams, including its esports squads and its football venture FURIA FC, which plays at the also BIS-sponsored Kings League Brazil. The announcement was accompanied by a video featuring FURIA’s Counter-Strike 2 (CS2) roster.

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In a press release, the brand has described its approach as focusing on fun, authenticity, and a sense of belonging. According to a press release, the deal with FURIA provides a broad platform to execute this vision, with plans for exclusive experiences that will offer fans a closer look behind the scenes of the organisation.

Ana Assis, Marketing Director of Mondelēz Brasil, commented on the strategic fit, stating: “BIS has always believed that sport and entertainment go hand in hand. We were pioneers in mixing these worlds in Brazil, and that made our entry into the Kings League happen very naturally, with legitimacy and results. But since the first split, we felt the lack of being even closer to the culture that pulses through this ecosystem—of humanising our activations, of bringing the perspective of those who live this universe every day.”

“And that is exactly where FURIA comes in: a partner that understands Generation Z as much as we do, that connects performance with lifestyle, and that transforms passion into cultural conversation. Together, we want to take BIS even deeper into this territory of sportainment, with authenticity and humour,” concluded Assis.

Pedro Lopes, Chief Marketing Officer of FURIA, analysed the synergy: “FURIA talks to millions of people through different channels, broadcasts, and content and, especially, with Generation Z. We have experience in activations across various segments and it is a satisfaction to tell new stories alongside BIS, which for years has built a solid relationship with the young public. It is a partnership that has everything to generate creative projects and memorable moments for our community.”

The announcement follows a period of competitive success for FURIA’s CS2 team, which recently secured two titles: the FISSURE Playground #2 and the Thunderpick World Championship. This is not the first Kings League sponsor to also become a FURIA partner; Adidas followed a similar path earlier this year.