Sony Interactive Entertainment and Guaraná Antarctica have launched a strategic partnership to integrate the beverage brand into the Brazilian PlayStation ecosystem. This collaboration focuses on the “Liga Guaraná,” a national EA SPORTS FC tournament hosted via PlayStation Tournaments, combining online qualifiers with a physical final in São Paulo, according to an official statement by Sony Interactive Entertainment.
The Liga Guaraná Tournament Structure
The core of this collaboration is the Liga Guaraná, a dedicated competitive circuit for EA SPORTS FC players. According to Sony, the tournament begins with an open online phase running from July 13 to July 26, allowing players across Brazil to compete directly from their consoles. Qualifying stages follow on August 1, with the top four players advancing to a live final event on August 16 at the Shopping Cidade São Paulo.
The prize pool for the tournament includes:
- 1st Place: PlayStation 5 Pro
- 2nd Place: PlayStation 5
- 3rd Place: DualSense Edge wireless controller
- 4th Place: DualSense wireless controller or PlayStation headset
Physical Fan Engagement in São Paulo
Beyond the digital tournament, the partnership includes a temporary, public-facing activation at Shopping Cidade São Paulo. From August 8 to 16, Sony will host a themed space featuring PlayStation 5 gaming stations, soccer-themed challenges, and collaborative activations with Guaraná Antarctica. Rafael Stival, director of Marketing at Sony Interactive Entertainment, stated that the initiative aims to connect entertainment with physical experiences, strengthening the community through the PlayStation Tournaments platform.
Pro Tip: If you plan to visit the Shopping Cidade São Paulo activation, note that entry is free but subject to the space’s maximum capacity.
Consumer Promotions via Zé Delivery
The partnership extends into retail through the Zé Delivery app. Consumers who purchase Guaraná Antarctica products through the platform before August 10 are eligible to enter a sweepstakes. Prizes include PlayStation 5 consoles, headsets, and PlayStation Plus vouchers. This integration marks the estreia of the Ambev-owned brand within the PlayStation ecosystem, according to company reports.
Future Trends in Brand Integration
Did you know?
This collaboration marks the estreia of Guaraná Antarctica within the PlayStation ecosystem.
Frequently Asked Questions
How can I participate in the Liga Guaraná?
Players can register through the PlayStation Tournaments interface on their consoles. The open phase begins on July 13.
Is there an entry fee for the physical event in São Paulo?
No, the themed space at Shopping Cidade São Paulo is free to the public, though it is subject to capacity limits.
What products are part of the Zé Delivery promotion?
Consumers must purchase Guaraná Antarctica products via the Zé Delivery app before August 10 to qualify for the weekly prize draws.
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