Spanish esports organisation Giants Gaming has renewed its partnership with Nestle-owned noodle brand Maggi FUSIAN. The duration of the partnership was not disclosed.
Maggi FUSIAN will be the Official Global Partner for Giants Gaming, and the brand’s logo will be featured on the jerseys of Giants players across all competitions.
The partnership will also include in-person and digital activations across social media an in the Giants headquarters in Spain, per a release.
Giants Gaming and Maggi first partnered in 2021, when the esports organisation was still named Vodafone Giants. The FUSIAN line consists of oriental noodles, and is a part of a larger Maggi brand of seasonings, soups and other food products.
Giants Gaming Chief Commercial Officer Pablo Canosa noted that the inclusion of Maggi on the team’s jerseys is just a “tip of the iceberg” when it comes to the collaborations the two brands have planned.
According to Canosa, the partnership will later include content creation, partnerships between Maggi and Giants players and influencers, and the amplification of campaigns.
The partnership will also see Giants and Maggi work with Diego Gallegos, a Michelin-starred chef for future projects, but any further details were not revealed.
Giants have had a string of announcements in Spring 2023. The company enlisted well-known agency SPORTFIVE to handle its sponsorship efforts, and also partnered with Costa del Sol to promote the region as a gamer-friendly destination.
Interestingly, the esports organisation additionally launched a VC fund that aims to fund businesses and startups focused on new technologies. On the competitive front, Giants has secured a sport as a partner team in the semi-franchised VCT EMEA VALORANT league.