The brand ambassador of Free Fire Max varies by region:
- Globally, the South Korean boy band BTS was appointed as Free Fire's global brand ambassador in 2022, bringing their style and musical artistry into the game
- Cristiano Ronaldo, the global football superstar, has been a global brand ambassador for Free Fire since December 2020, with a character inspired by him called "Chrono"
- For India specifically, former Indian cricket captain MS Dhoni serves as the brand ambassador of Free Fire India, including Free Fire Max in India. Dhoni appears as a playable character named "Thala" and represents a significant local partnership for the game’s relaunch in India
Thus, while Cristiano Ronaldo and BTS represent global ambassadors, MS Dhoni is the prominent ambassador for Free Fire Max in the Indian market.
