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The Department of Tourism, Culture and Sport of the Junta De Andalucia and the Malaga esports club Giants Gaming reached an agreement in order to promote the Andalusian destinations among younger audiences that consume esports and streamed content. Giants, a Malaga-based esports club, will wear Andalucia’s brand in front of their jersey at the Valued Champions taking place in Los Angeles.
The Giants owners, Jose Ramon Diaz and Virginia Calvo, presented this agreement at the Giants headquarters. The agreement is for a period of one year.
This agreement will see the Andalucia tourism brand displayed on the Giants’ jersey at the Valorous Champions as well as several promotional actions in digital platforms and physical events. The club is the most successful esports group in Spain.
Giants is currently the only esports team in Europe that promotes tourist destinations. Giants strengthens its commitment towards the territory through this partnership and explores new market with the support from one of the most popular places in the World.
After the Champions Valorant Junta de Andalucia will collaborate with Giants on various activations in order to promote the tourism offer of the region to the different corners of the globe, and especially to youth who are part of “Gen Z”.
Arturo Bernal, Minister of Tourism, Culture and Sport at the Junta de Andalucia, said: “Our region has once again been at the forefront in tourism promotion, as a pioneering destination, which is making progress with new media, to reach a targeted audience that’s difficult to reach via conventional media.” Esports can help Andalucia capture the attention and interest of a young and modern audience that is technologically active, in channels most appealing to ‘Gen Z,’ to establish a connection with potential tourists on a short- and medium-term basis.
Jose Ramon Diaz highlights that Giants is an Andalusian Club, We are proud of our roots. From Andalucia, we have been able to become a benchmark in our industry. We are confident of the success of our union, because Andalucia represents innovation. Esports is also innovation. It is a form entertainment that is reaching more and more people each day, particularly young people. So we consider it to be a huge success.
