Subway signs with Brazilian esports organization paiN Gaming

By Victor Frascarelli

Subway has signed a sponsorship deal with Brazilian esports organization paiN Gaming. Subway's logo will be displayed in the team’s jerseys and featured in content produced by paiN Gaming players and influencers. The deal is part of a communication strategy developed by dentsu mcgarrybowen for Subway to approach a younger audience and position itself within the gaming community. Financial details were not disclosed.

With League of Legends, Free Fire and Counter-Strike: Global Offensive lineups, paiN Gaming is one of the most prominent esports organizations in Brazil. Other paiN Gaming sponsors include BMW, JBL, Motorola, Tim Live, and the payment app Ame Digital.

Although paiN Gaming is the first team Subway is sponsoring in Brazil, this is not the first step by the company in local esports: in September it was confirmed as one of the sponsors of the Ultimate Legends Training, a reality show produced by Webedia and Endemol Shine Brasil. Internationally, the brand partnered with Guild Esports in March.

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