Multinational esports organisation GIANTX has extended and expanded its long-term partnership with MAGGI FUSIAN, a soup brand owned by Nestle.
The extension will see MAGGI continue to collaborate with GIANTX on content, activations and social media exposure, while being an official sponsor of the organisation’s LEC and VCT teams.
MAGGI FUSIAN is an oriental noodle sub-brand of MAGGI, a company specialising in soups and other food products. MAGGI FUSIAN first partnered with Spanish esports organisation Giants Gaming in 2021, and the two companies have worked on a large number of activations, co-streams and branded content.
Although Giants Gaming merged with British esports organisation EXCEL ESPORTS in 2023, the partnership with MAGGI FUSIAN will continue to focus on the Spanish market, with GIANTX teams, creators, players and streamers from the region all included in the partnership.
The companies did not share many details about upcoming projects, but the strategy for 2024 will focus on content creation and entertainment. MAGGI FUSIAN will also “have visibility on GIANTX’s social media channels and other broadcasting platforms, as well as on its physical and digital supports.”
Luis García, Commercial Director of GIANTX, commented: “We are going to make four years with Maggi FUSIAN, which confirms the good harmony that both companies have maintained from the very beginning, as well as the impact of the brand within esports and its community. The strategy for 2024 involves content creation and entertainment. We are confident that our fans and all gaming enthusiasts will be delighted with everything we have prepared.”
Since its creation, GIANTX has secured several extensions to existing partnerships, such as its partnership with chocolate brand KitKat which also focuses on the Spanish market, and the extension of the Shikenso Analytics data partnership.
