TikTok announced on Thursday that it has appointed Brazilian Free Fire player and esports organization owner Bruno “Nobru” Goes as its first global gaming ambassador.
The company has been expanding its presence into esports in general and Brazilian esports in particular. The short-form video app company was a partner of the local Free Fire emulation league NFA for its finals, and owns mobile games developer MOONTON, which made an incursion into the market with Mobile Legends: Bang Bang.
Nobru’s esports organization Fluxo also partnered with the TikTok and will have the company’s brand displayed on its jersey. TikTok joins Brazilian retailer Casas Bahia (of which Nobru is also an ambassador), bank next, Razer Gold, energy drink TNT, and Garena-owned (and the maker of battle royale game Free Fire) streaming platform BOOYAH! as Fluxo’s sponsors.
Financial details of these deals were not disclosed.
Through the deal, Nobru and Fluxo will produce daily content to be published on TikTok for one year and also promote the app to the Free Fire community, inviting players to share their in-game highlights on the platform. The partnership was closed through 3C Gaming, the esports-focused agency responsible for Nobru’s career management.
All of these recent moves by TikTok were made after the company hired former Bad Boy Leeroy (BBL) and PUBG Corp business developer Guilherme Barbosa as its Leader of Gaming Partnerships in Latin America. Barbosa also introduced TikTok to the gaming universe through a partnership with PlayStation for the launch of Ratchet & Clank: Rift Apart for PlayStation 5, the first collaboration between the two companies in the world.