Spanish esports organization Vodafone Giants made a series of announcements in the last two months that are opening it up to expand its operations internationally. Following the acquisition of X6tence by its parent company Giants Gaming Esports and closing a round of investments in May, it announced that Red Bull joined Nike and other brands as a team sponsor.
“We have been leading the Spanish market for a long time. We have considered it necessary to expand our brand to other markets and especially to games in which we can achieve international returns, like for example Rainbow 6 with our Team in Apac Pro league under Giants, and in CS:GO with our new Danish roster for X6tence. We are also looking very closely at everything that happens in Latin America, which due to the proximity of our language is one of our medium-term targets,” Giants Gaming Esports CEO José Ramón Díaz told The Esports Observer.
The international movement came shortly after the conclusion of the investment round, in which the Sánchez Cózar Group allocated €3M ($3.3M USD) to Vodafone Giants. It was the largest fundraising in esports in the country and keeps the Giants as a company still with 100% Spanish capital. In addition to boosting the organization’s internationalization, the resource will also be used for the development of new products and the construction of headquarters in Malaga.
Shortly after, Vodafone Giants announced Red Bull as a new sponsor. The agreement is valid for one year and the energy drink brand will appear on Giants’ social networks and its different broadcast channels. According to the announcement, the agreement also states that Red Bull will provide the organization with all its knowledge in competition and preparation for elite sport.
Díaz said that this agreement is “one more step in the evolution of our brand” and “confirms the good health of our company and the Spanish ecosystem.” Red Bull Spain said at the time the deal was announced that it “reassures the company’s commitment to the esports sector,” and predicts that esports is “a market niche that will grow dramatically in the upcoming years.”
Red Bull joins Nike and ChupaChups as one of the main sponsors of Vodafone Giants, which is also supported by other brands like Ozone, Diesel, and even the city of Malaga. Although the agreement with Red Bull is only one-year-long, the organization states it works together with the brands to build a long-term relationship, and the “sponsor renewal rate is close to 100%.”
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