Spanish esports organisation Giants Gaming has renewed its partnership with fast food franchise chain Burger King.
The partnership, which is focused on the restaurant chain’s Spanish branch, will see Burger King’s logo be featured on the front of Giants jerseys, as well as on social media. Both companies will also host in-person activations with Burger King featured as a Global Partner for Giants.
Giants and Burger King first announced a partnership in 2022, and the fast food brand has since become one of Giants’ more prominent partners. During the initial year of the partnership, Burger King has worked with the organisation on an exclusive jersey, activations with content creators and events in the Giants headquarters.
The Spanish organisation has recently agreed a series of interesting partnerships with the likes of Costa del Sol, one of Europe’s most popular tourist destinations and soup brand Maggi. Giants are also starting a VC fund called the Giants Innovation Hub.
Speaking about the partnership, Giants and Burger King noted that the first activations will take place during DreamHack Valencia 2023. The activation will see both brands create a joint booth. The booth will feature simulation rigs, gaming PCs, as well as fan meets and greets with Giants players.
On the competitive front, Giants is one of the inaugural VALORANT Champions Tour EMEA partner teams, whilst also competing in League of Legends and the FGC scene.
Pablo Canosa, Chief Commercial Officer (CCO) of Giants, commented: “For Giants, expanding the agreement with Burger King reinforces our long-term partnership model that we are building. If we want to remain at the forefront of esports in Europe, we must collaborate with leading brands and, together, create content that best connects with gaming and esports fans.”
