German coffee brand Melitta has inaugurated its first café inside an esports facility, marking a new phase in its partnership with paiN Gaming. The launch of paiN Café by Melitta, located within paiN Gaming’s headquarters in São Paulo, is part of a sponsorship agreement established between the two entities in January 2025.
This initiative is part of Melitta’s strategy targeting a younger demographic than its traditional customer base. The café will serve as a convenience space for paiN Gaming’s players and staff to enjoy coffee during their daily routines. It will also be used to host fan interactions during special events.
“This being our first café inside an esports complex, there was no better place,” said Jonatas Rocha, Brazil’s Marketing Director at Melitta. “paiN Gaming is a traditional and successful team that shares values similar to ours. We are very pleased to further strengthen our partnership with this new initiative. With this space, we aim to reinforce the sponsorship and offer the athletes moments of relaxation, leisure, and focus.”
Sharis Endres, CMO at paiN Gaming, added: “paiN Gaming has always aimed to be a pioneer in the Brazilian esports scene and, with 15 years of tradition, has demonstrated to the non-endemic market the seriousness of our work and the strength of our brand in attracting strategic partners such as Melitta, one of the most recognised brands in the world.”
In addition to the café, Melitta’s branding is featured on the uniforms of paiN’s Academy teams for League of Legends, Counter-Strike 2 (CS2), and Free Fire. The partnership also includes product provision and collaborative content featuring paiN’s influencer squad.
The activation was developed with support from 4B Sports, the agency responsible for Melitta’s sports marketing operations in Brazil. Prior to the brand’s involvement in esports, Melitta engaged with international football and Brazilian women’s volleyball.
