Look Sports Media – Esports analytics powerhouse Esports Charts and Brazilian esports organization FURIA have extended their partnership until 2027, marking a significant expansion beyond the digital battlefield. The deal, initially struck in 2021, now uniquely incorporates FURIA’s foray into the wildly popular Kings League football tournaments. This strategic move sees Esports Charts providing analytics for FURIA’s participation in events like the Kings World Cup and Kings League Brazil, a first-of-its-kind crossover into traditional sports for the analytics provider.
The Kings League, a seven-a-side football franchise with global reach (including Italy, Brazil, France, and Germany), has rapidly gained traction. Its success spawned the six-a-side Baller League, currently airing on Sky Sports in the UK, further highlighting the league’s mainstream appeal. The involvement of prominent figures like YouTuber KSI, who heads the UK version, and the commentary talents of esports caster Brandon Smith, only amplify the league’s broad reach.
The Kings League’s origins lie in Spain, founded by streamer Ibai Llanos and former football star Gerard Piqué, who also co-own LEC Spring 2025 winners Movistar KOI. This further underscores the blurring lines between traditional sports and esports. FURIA’s own connection to the football world is solidified through their partnership with Brazilian football icon Neymar, who serves as one of the organization’s presidents.
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This expansion into the Kings League offers FURIA invaluable exposure, a strategy mirrored by other esports giants like G2 Esports, who have also established a presence in the German Kings League division. FURIA’s Chief Technology Officer emphasized the strategic importance of this partnership, stating that the real-time data provided by Esports Charts will allow for "quick, assertive decisions" and a deeper understanding of audience behavior.
Artyom Odintsov, co-founder and CEO of Esports Charts, expressed his enthusiasm for this new venture, highlighting FURIA’s value as a partner and the excitement of expanding into the world of media football. This partnership not only strengthens the relationship between Esports Charts and FURIA but also signifies a significant step towards the convergence of esports and traditional sports, creating new opportunities for growth and innovation within the industry.
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