Spanish supermarket chain Grupo Dia has expanded its partnership with fellow Spanish esports organisation QLASH, through its Hola Cola soft drink brand.
As a result, Grupo Dia will now sponsor QLASH’s women’s VALORANT team, with Hola Cola’s logo appearing on the front of their jerseys.
The sponsorship was officially unveiled during DreamHack Valencia which concluded on Sunday, July 9th. During the event, Hola Cola and QLASH shared a stand for the second consecutive year.
This isn’t the first esports-related collaboration for Hola Cola, as the soft drink brand has been active in the industry for more than two years thanks to the Hola Cola Cup. In fact, the Hola Cola Cup is a Fortnite competition that the brand organises alongside QLASH.
In addition to its women’s VALORANT team, QLASH fields a Spanish second-division League of Legends roster and FIFA team alongside Villarreal CF. The organisation also competes in other popular titles such as Fortnite and Brawl Stars.
Diego Griñán Malla, Country Manager of QLASH, commented on the partnership: “We are very happy and proud to have Hola Cola as a sponsor of our women’s Valorant team and thus consolidate the relationship that has united us for more than two years.
“We believe that it is important to continue developing the women’s scene in the different esports competitions in which we participate and having a partner like DIA to be able to carry it out fills us with enthusiasm and confidence.”
Apart from Hola Cola, QLASH has previously struck partnerships with peripherals brand HyperX, simulator supplier Next Level Racing, as well as UK-based fashion retailer JD SPORTS, among others.
