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The Esports Advocate
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FURIA has formed a strategic partnership with the local e-commerce platform ONWEAR.
New Territory. FURIA has expanded its operations into the Chinese market through a partnership with ONWEAR.
The Brazilian esports organization FURIA has entered the Chinese market through a strategic partnership with the local e-commerce platform ONWEAR. This collaboration marks a significant expansion for the South American team, aiming to increase its brand presence and commercial reach by making official merchandise accessible to Chinese fans.
Under the terms of the agreement, ONWEAR will facilitate the sale of FURIA apparel within China. The deal includes a licensing arrangement that allows ONWEAR to manufacture and distribute specific items, starting with the "Future is Black" game jerseys. The partnership is currently limited to this specific product line and does not encompass the broader range of casual merchandise typically available on the organization’s primary global storefront.
While the financial terms and the duration of the contract remain undisclosed, the move aligns with ONWEAR’s broader objective of establishing a comprehensive destination for licensed esports intellectual property in China. For FURIA, the deal represents a new revenue stream and a method to engage with a global audience, complementing its existing portfolio of international sponsors and its competitive presence across multiple titles, including Counter-Strike 2, Valorant, and League of Legends.
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