Turismo Costa del Sol, the tourism promotion agency of the Málaga Provincial Council, and GIANTX, the Málaga-based esports club with an international presence, have extended their partnership to promote the province as a top destination for young, digitally savvy gamers.
As part of the collaboration, the Costa del Sol brand now appears on the official kit of the GIANTX esports team competing in the League of Legends EMEA Championship (LEC) and the Valorant Champions Tour (VCT). The sponsorship also allows the Costa del Sol to promote its tourist destinations through the club’s digital and physical channels.
As per GIANTX, this gives the province of Málaga a platform on the international stage alongside some of the world’s leading esports teams. GIANTX also stated that matches in these competitions draw average audiences of more than 300,000 viewers, with peaks exceeding 730,000 viewers. These numbers come on top of the millions of impressions GIANTX generates through its content and social media profiles.
The agreement was presented at the club’s headquarters by Francisco Salado, president of the Málaga Provincial Council and Costa del Sol Tourism, alongside GIANTX leaders José Ramón Díaz and Virginia Calvo.
The collaboration between Turismo Costa del Sol and GIANTX originally began in 2023, with the goal of positioning the province as Europe’s leading gaming destination. The latest agreement is part of the tourism agency’s strategy of investing in hotels with facilities and spaces designed for video game enthusiasts.
José Ramón Díaz, CEO of GIANTX, said (translated from Spanish), “For GIANTX, it is a source of pride to continue representing the Costa del Sol in the elite of esports. This agreement was groundbreaking, as there are no other alliances like ours, unique in Europe, through which we aim to bring the destination to a new market and reach a young, educated audience. There is no better tool than digital entertainment, gaming, and esports to connect with this audience. Now we are taking another step forward and are delighted to have a partner like the Costa del Sol to continue achieving success and winning titles.”
Francisco Salado, president of the Málaga Provincial Council and Costa del Sol Tourism, said (translated from Spanish), “Travelers are no longer just looking for sun and sand. They seek experiences, culture, gastronomy, sports, technology, entertainment, and unique offerings. In this context, gaming and esports represent a great opportunity. That’s why we’re investing in GIANTX. We’re not just talking about a competitive team. We’re talking about the most decorated esports club in Spain, the only Andalusian team in the European elite, and an organization with enormous international reach and a community of millions of followers.”
GIANTX has had a busy few months on the partnership front, too. A couple of months back, the club signed on with UTAMED, a private online university in Spain, naming it their Official Education Partner through the end of 2026. Around that same time, GIANTX also renewed and expanded its partnership with Hot Wheels, keeping the toy brand in the mix as one of its longtime sponsors.
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