November 28, 2022

Image credit: SPORTFIVE

Brazilian esports organisation paiN Gaming has secured a partnership with sports and esports marketing agency SPORTFIVE.

Both parties have signed an exclusive sales representation agreement that spans across all sponsorship categories and portfolios of paiN’s esports and gaming assets.

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The deal is an expansion of the companies’ previous partnership, which saw SPORTFIVE broker paiN Gaming’s sponsorship deal with betting brand DuelBits in August 2022. Now, the focus has shifted to helping paiN Gaming secure global brand partnerships.

However, SPORTFIVE and paiN Gaming will also explore the power of the local gaming and esports market. This will include helping paiN shape its offering around major team assets such as its new home facility in São Paulo, as well as its women’s League of Legends team, among others.

The organisation also owns a gaming content creator agency called TFTW which has signed some prominent Brazilian influencers.

Earlier this year, paiN Gaming renewed its partnership with telecommunications company TIM for a third consecutive year. The organisation’s commercial portfolio additionally includes the likes of BMW, Motorola, Subway and JBL.

SPORTFIVE’s partnership with the Brazilian organisation comes just after the conclusion of the IEM Rio Major 2022, Brazil’s first ever CS:GO major which saw moderate viewership but was largely a commercial success for the Brazilian esports industry.

SPORTFIVE is a major sports marketing agency that has made a concerted push into esports in recent years. The company has active partnerships with big names in the esports industry such as Gen.G, Ampverse, NYXL, and Fnatic, among others.

Thomas Hamence, CEO of paiN Gaming, commented on the partnership: “We are delighted to be able to expand our partnership with SPORTFIVE in such an exciting moment for gaming and esports.

“We are absolutely certain that this partnership will prove to be huge not only for paiN, but for the Brazilian ecosystem as a whole.”

Radina Koutsafti


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Radina has been a Freelance Journalist for Esports Insider since 2021. When not playing Apex Legends, she enjoys writing about tech, equality and education in esports.