GIANTX renews partnership with Hot Wheels

Multinational esports organisation GIANTX has renewed its partnership with scale model car toy brand Hot Wheels.

The partnership will see Hot Wheels logos appear on the sleeves of GIANTX players that compete nationally in Spain in 2024.

Giants Gaming first partnered with Hot Wheels in 2021, when the toy car brand became the official partner of its Rocket League team. The partnership was expanded in the second year to the Superliga, Spain’s League of Legends league. After the merger of Giants and EXCEL Esports in 2023, the brand will continue working with GIANTX as its partner in Spain.

In addition to being present on the GIANTX jerseys, Hot Wheels will work with the esports organisation on activations and be present on the team’s social media channels throughout the year. The two brands did not share a lot of detail about the activations and possible promotions, however.

Céline Ricaud, Head of Marketing at Mattel Iberia, commented: “At Mattel, we believe in the unlimited potential of every child, and with Hot Wheels and GiantX, we will strive to further increase the visibility of this new model of competition.

“The collaboration with GIANTX has been a constant success. Like in previous years, esports and online gaming remain leaders in the competitive field, establishing themselves as a benchmark. From Hot Wheels, we seek for every child to surpass themselves every day in tune with the spirit of the brand.”

Hot Wheels is no stranger to gaming and esports. The company had its own Rocket League tournament in North America, called the Hot Wheels Esports Series. Hot Wheels also worked with game developer Milestone on two racing games called Hot Wheels: Unleashed, and with Playground Games to include Hot Wheels cars in the Forza Horizon series of racing games.