Guaraná Antarctica named FURIA master sponsor through 2027

FURIA has signed Guaraná Antarctica as the master sponsor for its professional Rocket League and Fortnite rosters in a deal that runs through 2027. The partnership will debut on stage at Esports World Cup 2026 in Paris, where the soda brand’s logo will appear on the front of FURIA’s official jerseys.

Guaraná Antarctica is owned by Ambev, the largest beverage company in Latin America and a subsidiary of Anheuser-Busch InBev. Ambev described the agreement as part of its commercial plan to reach gaming audiences and younger consumers.

Under the multi-year contract, Guaraná Antarctica will activate the partnership with exclusive social content, live broadcast integrations and interactive fan engagement campaigns tied to FURIA events. The jersey logo in Paris will be the first public appearance of the partnership on a global stage.

Guilherme Poyares, Marketing Director at Guaraná Antarctica, wrote that the brand aims to connect with esports fans through Brazil’s youth culture and create activations that speak to digital audiences.

Pedro Lopes, Commercial Director at FURIA, noted that the addition of Guaraná Antarctica pairs the organisation with a widely recognised Brazilian brand as FURIA expands internationally.

FURIA’s existing commercial roster includes Adidas, PokerStars, Hellmann’s, Piracanjuba ProForce, BetBoom, TCL, Lenovo Legion, BIS chocolate, Logitech, Oakley and Red Bull. FURIA and Ambev plan to roll out partnership activations in the months surrounding the Esports World Cup showcase in Paris.