FURIA unveils official sponsorship with mayonnaise brand
FURIA has announced one of the more interesting sponsorships in recent esports history: Hellmann's. Yes, the German mayonnaise brand has officially partnered with a Brazilian esports organization, another example of the growing globalization of esports.
The announcement revealed that the two brands will create content and promote "exclusive initiatives," which one can only assume would include sandwich-making competitions.
The press release quotes certainly highlight just how critical Hellmann's is to FURIA's operation: " Gaming sessions, whether high-performance or for fun, are greatly enhanced with snacks accompanied by the creaminess and irresistible flavor that only Hellmann's can provide."
The sponsorship tagline, "Hellmann’s: the irresistible flavor of FURIA," suggests that the two entities are aware of just how comical the partnership appears on the surface. However comical the sponsorship is, it's also a testament to FURIA's ability to find funding outside of the ever-common gambling partners.
Hellmans has already made their official debut on the FURIA jerseys after the organization played at IEM Cologne. The Brazilians likely need to fuel up a bit more as they struggled in the group stage and ended up finishing in last place.
