Ubisoft Brasil announced Thursday that KFC will serve as the sponsor to the final phases of the 2020 Brazilian Rainbow Six Siege Championship. According to Ubisoft, this is its first deal with a brand from the food industry to sponsor an official tournament.
Financial terms were not disclosed.
The partnership was signed with the participation of the Brazilian esports promotion company BBL (Bad Boy Leeroy), who acted as a commercial representative for Ubisoft Brasil. The KFC brand will be featured in the decisive phases of the tournament and also make activations through kits to Ubisoft’s talent pool.
The Brazilian Rainbow Six Siege Championship is important to many international traditional esports organizations such as Ninjas in Pyjamas, FaZe Clan, and Team Liquid, together with some of Brazil’s most prominent teams, such as Black Dragons, FURIA, INTZ, and Team oNe.
The gaming community and esports is evolving each year and there are plenty of examples how non-endemic brands like DHL, Vodafone, Ziggo and Mercedes Benz are now partnering with esports to execute their marketing strategies.
most non-endemic brands still struggle to find meaningful entry points into the category. Whether it’s a lack of relevance or simply an unfamiliarity with the space, investing in esports can seem daunting to marketers. As more brands move into the category, universal truths start to emerge that can help newcomers better navigate and evaluate the landscape. KFC seem to have found their way of doing it. As it is completely unique to each brand, of how they enter esports. Moreover KFC has previously collaborated with the esports industry multiple times.