Brazilian esports organization LOUD announced Submarino, one of the biggest and most traditional companies in Brazilian e-commerce, as its newest sponsor. Besides brand exposure on LOUD’s team jerseys and social media, Submarino will also count on five LOUD influencers to be brand ambassadors, an advertising campaign, and a partnered store on the Submarino marketplace to sell merchandise.
The sponsorship is part of a strategy by Submarino to reach Generation Z, considering its growth to the consumer market. LOUD has large access to this audience thanks to its content project with influencers, focusing both on gaming and lifestyle, a strategy that led to record-breaking numbers and launched LOUD’s influencers to stardom. The five brand ambassadors signed by Submarino in the deal add up to more than 23 million followers on Instagram.
Submarino is a brand of the Americanas SA group (former B2W Digital), one of the most valuable Brazilian companies, publicly-traded as BTOW3 in the Brazilian Stock Exchange. The company becomes part of a new cycle of sponsorships by LOUD. It has recently added the bank Itaú, another of the biggest brands in Brazil, to its portfolio. Both deals were signed after the marketing agency DRUID took over the commercial representation of the organization.
DRUID CEO Claudio Lima spoke to The Esports Observer regarding the project that led LOUD to close such deals: “LOUD’s strategy is to be close to brands that add value to their audience and to the gamer scene as a whole and have, like LOUD, a huge relevance in the market.”