Hot Wheels renews partnership commitment with GIANTX


The leading scale model cars brand will feature on the jersey in Spanish national competitions

GIANTX, Spain’s most decorated esports club, and Hot Wheels, the leading toy vehicle company created by Mattel in 1968, have renewed their sponsorship commitment for another year. Hot Wheels kicks off its fourth season supporting the esports scene. The brand’s logo will appear on the sleeve of GIANTX team’s jerseys competing nationally in Spain during 2024.

Hot Wheels joined in 2021 as an official partner of the Rocket League team. In its second year as a sponsor of GIANTX, Mattel’s company expanded its presence to Superliga. Every year, Hot Wheels has strengthened its position in the esports space. During this time, it has become one of the most famous brands in Spanish esports, alongside GIANTX.

Under this agreement, the Hot Wheels logo will be displayed on the sleeve of GIANTX’s Spanish national team’s uniforms, such as the Superliga. GIANTX have just finished their run in Spain’s premier professional video game competition; Superliga, after an unforgettable comeback, but falling short on the last hurdle to the grand finals.

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.”

Luis García, Commercial Director of GIANTX Spain, adds: “We are pleased to announce the renewal of the sponsorship between GIANTX and Hot Wheels for the fourth consecutive year. This renewal consolidates our strategic collaboration, reflecting the shared commitment of both companies to continue offering high-quality content and entertainment to the gaming and esports community.”

It has been an exciting season for GIANTX, which has staged one of the most epic comebacks in Super League history. After a first round without achieving the expected results, GIANTX signed an outstanding roster consisting of Th3Antonio, Seaz, Aetinoth, Juhan, and Feisty to be among the best in the 25th campaign of Super League of League of Legends organised by the Professional Video Games League (LVP). A meteoric progress in which GIANTX has relied on the speed of Hot Wheels, the most popular toy vehicle brand in the world.

For 2024, both companies will continue working on activations and initiatives throughout the year. In addition to appearing on the sleeve of the Spanish national Jersey Hot Wheels will have a presence on social media and on GIANTX’s various broadcasting channels, as well as on its other physical and digital platforms. This will be reflected simultaneously through GIANTX’s network of players and creators, who together with the organisation’s profiles have over 23 million followers.