Spanish esports organisation Giants Gaming has announced a partnership with the Malaga Provincial Council, aiming to promote the Costa del Sol region. Costa del Sol will act as the Official Global Partner for the organisation.
The partnership will see Giants and the Council work together on efforts to promote the Spanish region. This includes placing branding on Giants’ kits and a large number of both in-person and digital events and activations.
The partnership is the first time that the Council and Giants are working together. The recently commenced VALORANT Champions Tour (VCT) EMEA was the first time the logos of the Council were featured on the team’s jerseys. Costa del Sol is already one of the most popular holiday destinations in Europe, its largest city being Marbella. The region is a part of the Málaga province, in which Giants is based.
The reason the Council wants to work with an esports brand is to appeal more to a broader audience of gamers. It is currently the only tourist destination partnering with an esports brand in Europe.
Interestingly, the number of hotels in the region that have facilities that cater to gamers is increasing, according to the Council. This, combined with the help of exposure provided by Giants, could bring more esports fans to the region. The Council noted that it also wants to help local tourist destinations become more ‘gamer-friendly’.
Giants recently announced its Giants Innovation Hub, complete with a venture capital fund, its ‘Media 4 Equity’ initiative and the ‘Giants Esports Lab’. The organisation earmarked €50m (~£44m) to allocate to up to 40 startups.
José Ramón Díaz, CEO and Co-owner of Giants Gaming, said: “Giants identifies strongly with its land and being able to represent it is a step forward. We are proud to work with Costa del Sol, which has always been innovative and a leader in world tourism. For Giants, bringing the Costa del Sol destination to national and international competitions is a responsibility for us.”
Giants Gaming also noted that its content creators will work to promote the region locally and internationally.