FURIA has announced a two-year partnership with eyewear and apparel brand Oakley, which will see the brand featured on team kits and involve collaborative product lines.
The agreement will position the Oakley logo on the lower back of FURIA’s official jerseys. The newly branded kit will be worn by the club’s Counter-Strike 2 (CS2) roster during the playoffs of the StarLadder Budapest Major 2025. According to a press release, the stated goal of the partnership extends beyond traditional sponsorship, aiming to co-create new product lines to offer fans new style options.
Pedro Lopes, Commercial Director of FURIA, explained the strategic fit, stating: “Oakley is the perfect name to boost the sector, adding innovation in fashion and style for the community. Our audience is young and seeks to identify with brands that unite technology, performance and, above all, authenticity.”
In turn, Caio Amato, Global President of Oakley, commented on the shared vision: “FURIA is and always has been a project ahead of its time, and the organisation’s commitment to fostering and translating the feelings of an entire community is an inspiration for Oakley. When community, purpose and technology come together, we create and foster culture!”
The deal marks a new collaboration between a global lifestyle brand and a leading esports organisation seeking to merge fashion with competitive gaming. Other prominent examples include G2 Esports and FlyQuest.
This partnership continues a period of significant commercial activity for the Brazilian organisation. In recent months, FURIA has secured sponsorship agreements with snack brand BIS, electronics firm TCL, and betting company BetBoom. Furthermore, the club recently consolidated its various business verticals, including esports, content, and lifestyle, under a new holding company named TMG (The Move Group), projecting substantial revenue growth for 2025.
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