Lenovo Legion renews partnership with FURIA

Lenovo Legion, a prominent name in the gaming industry, has extended its partnership with the renowned Brazilian esports organization FURIA. This renewed collaboration will see Lenovo Legion’s branding prominently featured across FURIA’s social media channels and on the official jerseys of all its teams.

Lenovo, well-regarded for its gaming laptops and peripherals, has a long history of supporting the esports scene. Through its Lenovo Legion brand, the company has previously teamed up with other major esports organizations, including Complexity Gaming and G2 Esports, and partnered with tournament organizers such as ESL, the Apex Legends Global Series, and the Rainbow Six Siege Majors.

For FURIA, this deal represents a continuation of its recent trend of forging strategic partnerships. Last year, the organization appointed a new Head of Partnerships and Customer Success and has been actively expanding its commercial footprint. Notably, FURIA collaborated with sportswear brand Champion to launch a new apparel collection and teamed up with Crunchyroll to create a My Hero Academia merchandise line.

In addition to these commercial ventures, FURIA has recently unveiled a new office and training center in Brazil, designed to accommodate 150 people. The organization fields teams in a range of popular esports titles, including CS2, Apex Legends, League of Legends, PUBG Mobile, Street Fighter, Rainbow Six Siege, Rocket League, and VALORANT.

André Akkari, Co-Founder and Co-CEO of FURIA, expressed enthusiasm about the renewed partnership, stating, “FURIA always seeks to connect with leading brands in their segments, and we are delighted to continue with Lenovo Legion by our side. Our work philosophy makes our partners active parts of the sociocultural movement that FURIA is, impacting both competitively and through our projects and community connections.”

This ongoing collaboration underscores both Lenovo Legion’s and FURIA’s commitment to advancing the esports ecosystem and enhancing the experience for fans and players alike.