Cultura Inglesa announces sponsorship of Vivo Keyd Stars and targets the gaming universe

When challenged to reconcile the teaching of a second language with cultural experiences in an increasingly connected and digital environment, the English school network English culture has become closer to the gaming universe in recent years. Now, to establish its ties with this universe, the brand officially announces that it will be the new sponsor of I live Keyd Starsone of the largest esports organizations in Brazil.

With partnership, network of English schools Cultura Inglesa consolidates strategy that associates language teaching with culture and digital entertainment

Starting this year, the famous English Culture lion logo will be printed on the uniforms of Keyd teams, in matches and championships played in popular games such as League of Legends, Rainbow Six Siege, Rainbow Six Siege Academy, Honor of Kings and Free Fire .

Cultura Inglesa’s sponsorship action with Vivo Keyd Stars will represent the brand in São Paulo, Santa Catarina, Bahia, Minas Gerais, Paraná, Rio de Janeiro, Espírito Santo, Goiás, Tocantins, Rio Grande do Sul and the Federal District. The official debut of the institution’s logo on Keyd’s uniforms in competitions will take place on January 20th, when the Brazilian League of Legends Championship (CBLOL) begins, the main electronic game competition in Brazil.

Tournament promotion

“In recent years, Cultura Inglesa has flirted with the world of gaming by promoting internal esports tournaments and the brand’s own championship, open to the public, held in the game Fortnite. At this moment, by signing the partnership with Keyd, we officially enter gamer territory, associating our image with one of the largest esports organizations in the country”, says Samia Marçon, Executive Director of Marketing at Cultura Inglesa.

In addition to the brand being present in the day-to-day activities of Keyd’s games, broadcast via Lives on the internet, Cultura Inglesa will also have the support of the esports team in its promotional materials. During the registration periods, for courses offered in the first and second semesters of 2024, some of the brand’s campaign pieces will include the signature “Be a pro, be a lion”, accompanied by images of Keyd players and influencers. The idea is to associate professionalism in games with fluency in the English language.

”As an esports organization, one of our commitments is to encourage audiences to be close to brands that represent meaningful values ​​in their lives. Having English Culture as part of our trajectory is important for us to continue encouraging, through games, study combined with entertainment,” said Hugo Tristão, CEO of Vivo Keyd Stars.

Sponsored Content

Under the agreement reached with Keyd, Cultura Inglesa will also produce content in partnership with the organization, to be broadcast on its digital channels, with a view to engaging the esports audience in learning a second language, which is essential for enjoying the games .

“Players in this community use various English terms to communicate during matches. The gaming universe even has many Brazilian expressions, such as ‘ranking’, ‘rushar’ and ‘flopar’. That is why our partnership with Keyd includes actions in which Cultura Inglesa will teach the gaming community the meanings and uses of these and other esports words and slang”, explains Samia.
Among the actions planned for this partnership is also the Ranked Up program, with monitoring the evolution of learning and pronunciation of English by players, during matches, through quarterly content. On another front, the brand will work to translate, into English, the content of games played in League of Legends.

Furthermore, Cultura Inglesa intends to offer a series of experiences to immerse its students in the gaming universe. This package must include experiences with players, distribution of special gifts, promotional actions, among other offers. For Vivo Keyd Stars, the match with Cultura will bring more opportunities for activations and connection with the fans, as well as new content designed with the changes in the League of Legends team, which will have 100% communication in English this year.

About English Culture

With almost 90 years of tradition, Cultura Inglesa is a non-profit institution dedicated to teaching the English language. In March 2021, the brand consolidated its position in the language teaching market by announcing the unification of its operations in the States of São Paulo, Rio de Janeiro, Bahia, Santa Catarina, Espírito Santo, Goiás, Tocantins and Rio Grande do Sul, in addition to the Federal District.

Cultura Inglesa stands out in the language teaching sector by offering a digital and immersive English learning experience, through courses available in face-to-face and remote formats, with live classes over the internet, in addition to offering an intracurricular bilingual program for schools regular.

About Vivo Keyd Stars

Created in 2012, Vivo Keyd Stars is one of the largest and most traditional Brazilian esports organizations. Initially founded to compete in Starcraft 2 championships, the organization achieved unprecedented feats in several other modalities on the scene and was notable for being the first Brazilian organization to hire South Korean players for its League Of Legends team. The organization, which is one of the oldest on the scene, has already increased its presence in the competitive scene and currently has teams from Honor of Kings, Free Fire and Rainbow Six Siege, adding important titles in each competitive tournament entered.