Unveiling All Past and Present Brand Ambassadors of Free Fire

Garena Free Fire has made a massive impact in mobile games in many territories, but particularly Southeast Asia and India. One of the biggest reasons for the brand's success is its partnerships with various internationally and locally loved celebrities. These brand ambassadors, besides extending the reach, also establish Free Fire's identity amongst the various gaming communities.

In this post, we take a closer look at the brand ambassadors of Free Fire - both global and regional - and explore the impact that each representative has made to be a part of Free Fire's legacy.

Brand Ambassador of Free Fire India

Garena has always understood the intrinsic value of cultural connection when selecting products to engage their players. When it re-launched Free Fire in India, Garena boldly selected a national icon as the face of the product, not only in the gaming space but also in the hearts of fans.

MS Dhoni

Mahendra Singh Dhoni, the former captain of the Indian cricket team, was named the Free Fire India brand ambassador in September 2024. In addition to having a sizable global fan base, Dhoni—also referred to as "Captain Cool" or "Thala"—has a degree of respect and trust that very few athletes are given.

Garena did not simply use Dhoni’s image for marketing purposes as a brand ambassador; instead, they brought Dhoni into the game itself as a character, called “Thala.” Dhoni is the first Indian sportsman to be featured as an avatar in Free Fire. His abilities in the game are still undisclosed, but his mere presence has already sparked excitement throughout the Indian gaming community.

Garena’s strategy to bring in Dhoni was more than a marketing move. It was a bold statement. In particular, Free Fire India is moving forward with localization, safety features, and responsible gaming. Dhoni’s disciplined and unflappable demeanor aligns strongly with the direction of Free Fire India.

Brand Ambassador of Free Fire Global

Free Fire's global cachet is not something they have stumbled upon through fate - their successful branding tactics and celebrity partnerships have been intentionally constructed, and have attracted some heavy-hitting deals with the world of entertainment and sport to create that global connection.

Cristiano Ronaldo

Cristiano Ronaldo was the first significant global ambassador for Free Fire. In December 2020, Garena made headlines by doing a partnership with the football hero, announcing that he would be the global brand ambassador for the game. But Ronaldo was not merely something as an advertisement; he was established as a Free Fire character, Chrono; a bounty hunter from the future, with a unique ability called "Time Turner," which allows players to create a force field to block damage and increase their speed.

Ronaldo's image was a game-changer for Free Fire. Garena received massive exposure and mainstream attention thanks to the partnership, and an instant uptick in player downloads across Europe and Latin America. His existing fans rushed to the game and were excited to experience the battle royale environment, with their football idol as the key figure. It changed the narrative for both Garena's reputation as well as mobile gaming.

BTS

In 2022, Garena made another big leap forward when it partnered with global K-pop group BTS. This time, the partnership was more significant than just avatars (as with Ronaldo and Dhoni) because all the BTS members contributed to game design, including costumes, interface design, etc. This collaboration was part of the "Free Fire x BTS" event, and it literally changed the look and feel of Free Fire while engaging a new audience, specifically the younger players and K-pop fans.

BTS did not join the game as avatars like Chrono or Thala; rather, they were creative, immersive partners who fit the fun and youth-driven brand vision perfectly. Each BTS member was directly involved in generating exclusive in-game items, which included outfits, weapon skins, and emotes reflecting their own personal style. Each member contributing to the game created a more emotional connection between their fans and the game. The collaboration led to tremendous social media activity, which made it one of Free Fire's most successful global collaborations to date.

List of Brand Ambassadors of Free Fire

Garena has implemented its marketing strategy at times by utilizing various notable personalities throughout the years to build its brand image and promote its connections with gamers and fans worldwide. Below is the complete list of past and present Free Fire brand ambassadors, in the order of the year of the association.

This list illustrates how Garena has consistently partnered with popular individuals across sports, movies, and music, which has allowed them to reach niche new crowds and cement their status as a multi-tier mobile game. The story of Free Fire’s success isn’t only about the gameplay—it’s about the characters who help to tell its story. From the pop culture and sporting cacophony of global superstars like Cristiano Ronaldo and BTS, or India’s charismatic sports icon MS Dhoni, these brand ambassadors have driven Free Fire to achieve reach with millions of people by facilitating the integration of sport, music, and gaming culture.

They bring emotion, trust, and excitement to the Free Fire experience. With localized content, safe gaming features, and community focus, Garena clearly sees Free Fire as more than just a game—it is a legacy. And as Free Fire without a doubt evolves, the characters we have met in these small snapshots ultimately will shape and decide how to make their journey meaningful, inspiring, and memorable.