European esports organisation GIANTX has announced that Hot Wheels will continue as a partner, with both sides renewing their sponsorship agreement and expanding it further within esports.
As part of the renewed agreement, Hot Wheels will now also partner with GIANTX’s team in the League of Legends EMEA Championship (LEC). This includes visibility in the LEC, where GIANTX has recently performed strongly, including reaching the top four in Europe and competing in the LEC Finals in Barcelona.
On top of that, this new phase of the partnership will bring new campaigns and content that both brands will create together. A big focus will remain on Rocket League, which has been an important part of their collaboration from the beginning.
For example, they could run fan contests or giveaways linked to Rocket League matches, or create fun videos featuring players and Hot Wheels cars. Along with this, the partnership will also include appearances at live esports events and hands-on experiences where fans can interact with the brand in real life, not just online.
José Ramón Díaz, CEO of GIANTX said, “Hot Wheels is a partner with whom we have built a strong relationship over the past few years. We share a very natural way of understanding gaming and connecting with new generations, and this renewal consolidates that shared journey. Together with Hot Wheels, we look forward to continuing to grow in Europe’s top esports competition and reaching even greater heights.”
The partnership between GIANTX and Hot Wheels first started around 2020 or earlier, mainly focused on the organisation’s Rocket League team, when GIANTX was still competing under the Vodafone Giants name. Hot Wheels was introduced as an official partner with branding on social media, broadcasts, and team assets.
The collaboration was renewed again in April 2024, when Hot Wheels branding appeared on player sleeves in Spanish national competitions. The latest renewal, announced in late April 2026, upgrades Hot Wheels to an official partner for 2026 and expands its presence further.
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