Andalucía and Giants announce an agreement to promote the tourist destination to a young audience

The Department of Tourism, Culture and Sport of the Junta de Andalucía and the Malaga-based esports club Giants Gaming have reached an agreement to promote the Andalusian destination among young audiences who consume esports and streaming content. Thanks to this alliance, Giants will wear the Andalucía brand on the front of their jersey during the Valorant Champions being held in Los Angeles.

This agreement was presented at the Giants headquarters by the Minister of Tourism, Culture and Sport of the Junta de Andalucía, Arturo Bernal; and the owners of Giants, José Ramón Díaz and Virginia Calvo. The agreement has a one-year duration.

Under this agreement, the tourism brand of Andalucía will be displayed on the front of the Giants jersey during the Valorant Champions, as well as in several promotional actions on digital platforms and in physical events of the club, the most successful esports team in Spain.

Currently, Giants is the only esports club in Europe promoting tourist destinations. Through this partnership with Andalucía, Giants reinforces its commitment to the territory and explores new markets with the support of one of the most visited places in the world.

After the Champions Valorant, Junta de Andalucía and Giants will work together on different activations to bring the region’s tourism offer to different corners of the world and, above all, to young people who are part of ‘Gen Z’.

The Minister of Tourism, Culture and Sport of the Junta de Andalucía, Arturo Bernal, says: “Our region is once again at the forefront of tourism promotion, as a pioneering destination that is making progress in new media to reach a target audience that is difficult to reach through conventional media. Esports will help Andalucía to capture the attention of a young, modern and technologically active audience in the channels that most interest the ‘Gen Z’, to establish a real connection with potential tourists in the short and medium term.”

José Ramón Díaz, CEO and co-owner of Giants, highlights: “We are an Andalusian club, we are deeply proud of our roots and from Andalucía we have managed to become a reference in our industry in Spain. We are completely sure of the success of this union because Andalucía is innovation, esports are innovation and it is a form of entertainment that reaches more and more people every day, especially young people, so we consider it a great success.”