Spanish esports organisation Giants has announced a partnership with sports and esports marketing agency SPORTFIVE.
SPORTFIVE will be tasked with improving the sponsorship capabilities of the organisation. In particular, the agency will market three segments: naming rights and a main sponsorship for Giants as well as naming sponsorship for its Malaga headquarters.
Founded in 2008, Giants is a leading esports organisation within the Spanish market. Notably, the organisation is part of VALORANT’s new VCT EMEA League and also holds rosters across a number of other games, such as FGC titles Tekken and Street Fighter.
If SPORTFIVE and Giants do find a naming rights partner it would not be the first name change in the company’s history. Through a partnership with telecommunications brand Vodafone, the esports organisation was called ‘Vodafone Giants’ from 2018 to 2021.
The new partnership sees Giants join an ever-growing roster of partners for SPORTFIVE, one of the largest agencies operating in the esports space. SPORTFIVE is a partner of Fnatic, NYXL and Gen.G among many other esports brands. The company also operates SQVAD, an in-house content brand. Outside of esports, SPORTFIVE is a partner of Juventus, Atletico Madrid and the Los Angeles Lakers.
Giants will use SPORTFIVE’s network and expertise to try and find more lucrative partnerships for the company. According to a release, the aim is to elevate the “commercial strategy of the club and consolidate future partnerships, both nationally and internationally”.
Giants’ commercial portfolio already features an interesting roster of partners, including Sony Music, KitKat, Web3 company FITCHIN and telecommunications company DIGI.
José Ramón Díaz, CEO and Co-owner of Giants, commented on the news: “We are very proud to be able to work with a leading agency in its field like SPORTFIVE. We are sure that they will help us elevate our commercial strategy both nationally and internationally.
“This type of partnership adds a lot of value to the company, you only have to see the scale of the partners they have worked with. In addition, they have great knowledge of esports, its idiosyncrasies, and the agents that make it up, which is a big plus. It is a great opportunity that will bring great results.”