Brazilian esports organisation LOUD has named betting website Midnite as its latest sponsor.
The deal will see LOUD promote Midnite’s brand through the organisation’s content on social media and video platforms. LOUD’s parent company Spacecaps has also invested an undisclosed amount in the betting website, becoming an advisor for Midnite throughout its expansion plans.
Esports Insider has learnt that the initial campaign will run for four months from September to the end of the year. Both companies, however, are looking to aim for a long-lasting relationship, with the first stage serving as a pilot to guide future activations.
Midnite’s branding will not be featured on LOUD’s jerseys. This is mainly due to restrictions from Riot Games, the developer of two of LOUD’s main esports titles (League of Legends and VALORANT), regarding the promotion of betting companies. As a result, although LOUD has qualified for the Brazilian League of Legends Championship (CBLOL) finals, the new sponsor won’t be promoted during the match.
For Midnite, the deal with LOUD, one of Brazil’s most prominent esports organisations, is an opportunity to establish its brand in the country and efficiently connect with local audiences.
Besides closing the sponsorship deal, LOUD’s parent company Spacecaps also became an investor on Midnite. Other companies in Spacecaps’s portfolio include marketing agency Druid and production company Sundae. Both Druid and Sundae are involved in the W1N League, founded by LOUD along with other Brazilian esports powerhouses.
LOUD Co-founder, Matthew Ho, told Esports Insider: “LOUD is always after comprehensive and meaningful partnerships that build value for our community and stakeholders. Our campaign with Midnite takes that commitment to the next level by serving as the authoritative voice they need to tell a compelling story in Brazil. We can’t wait to see how our community responds to the exciting content we have planned.”