Loud (esports)

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LOUD

Short name	LLL
Games	Free Fire League of Legends Valorant
Founded	28 February 2019 (2019-02-28)
Based in	Headquarters: São Paulo Teams: Los Angeles (Valorant)
Colors
Owners	Vinícius Júnior Bruno Oliveira Jean Ortega Mathew Ho
Partners	Itaú Mentos Samsung TIM Brasil oBoticário
Website	loud.gg

Loud (stylized in all caps) is a Brazilian esports organization with teams competing in Free Fire, League of Legends and Valorant. Founded in 2019, LOUD is the esports organization with the largest number of followers on social media in Brazil and the second largest in the world.^[1] LOUD's Valorant team won 2022 Valorant Champions and Best Esports Team at Esports Awards and The Game Awards.^[2][3]

LOUD was created on February 28, 2019 by YouTuber Bruno "PlayHard" Oliveira along with entrepreneurs Jean Ortega and Mathew Ho.^[4] Since the beginning, LOUD has focused on creating videos on YouTube and popularizing its players and influencers.^[5] Being one of the pioneers of this model in Brazil, LOUD became the first Brazilian esports organization to reach 1 billion views.^[6]

On October 28, 2022, LOUD announced the digital influencer Iran Ferreira, better known as Luva de Pedreiro, as an ambassador.^[7] Before joining LOUD, Iran was already popularly known around the world, especially in the football scene, where he has already received attention from players like Neymar and Cristiano Ronaldo.^[8][9][10]

In August 2021, LOUD stamped the new packaging of Fusion Energy Drink, an Ambev brand of energy drinks.^[11] In January 2023, Burger King launched a LOUD-themed restaurant in São Paulo for 1 month.^[12]

In May 2024, LOUD was announced as a member of the Esports World Cup Foundation Club Support Program, run by the Esports World Cup Foundation, which is funded by the Saudi Arabia Public Investment Fund. This partnership program gives teams a one-time six-figure stipend if an organization is willing to enter new esports as well as additional funding each year if they drive viewership and fan engagement to the Esports World Cup tournament series.^[13]

LOUD started as a Free Fire team, due to the popularization of the game in Brazil in 2019. LOUD's Free Fire team won the 2020 Copa America and the 2022 Liga Brasileira de Free Fire Stage 1.^[14][15]

Its League of Legends team competes in the Campeonato Brasileiro de League of Legends (CBLOL), Brazil's top professional league for the game.^[16] On 3 September 2022, LOUD swept paiN Gaming to win its first CBLOL title, qualifying the team for the 2022 World Championship.^[17]

LOUD arrived on the Valorant scene in early 2022 by signing a free agent team named "paNcada e amigos" (lit. 'paNcada and friends'). LOUD's Valorant team won the 2022 Valorant Champions, the culmination of that year's Valorant Champions Tour, the game's most prestigious international tournament.^[18] In 2023, LOUD placed second at LOCK//IN São Paulo after a narrow 3-2 defeat to Fnatic.^[19]

In June 2020, LOUD started playing Fortnite competitions. Throughout, there were seven players who passed through the organization. In November 2022, LOUD announced their departure from the competitive Fortnite scene.^[20]

In March 2019, LOUD sent a team of Vainglory, representing the SA server to the WESG 2018 World Finals, the team had fr0g, MiniDookie, GwM, JuninhoMP and FalconDorian.^[21]