Spanish esports organization Giant Games announced a partnership with the label Sony Music Spain.
Through this partnership, the two entities will collaborate on a series of activations, including content and fan events.
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Additionally, Sony Music Spain and Giants said the partnership will offer a “range of experiences”, including exclusive interviews and special streams. The record label’s logo will also appear on the organization’s social media and other platforms.
This is Sony Music Spain’s first entry into esports, but it’s not the first record label to enter into an esports partnership. Warner Music in particular has struck a series of deals with the likes of mad lions and the LEC.
To kick off the partnership, Giants and Sony Music Spain collaborated on an advert featuring the organization’s gamers and streamers. The Spanish video sketch details the history of boy band ‘GTS’.
Founded in 2008, Giant Gaming currently has competitive rosters in Riot Games’ VALORANT and League of Legends titles, as well as the FGC scene. Last year, the organization unveiled its sports center located in Malaga, Spain.
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Sony Music Spain joins Giants’ ever-expanding business portfolio which includes Nike, KitKat, Burger King, Nesquik, Chupa Chups and Hot Wheels.
Esports Insider says: Music and esports have become increasingly intertwined in recent years, with G2 releases its own song and tournament organizers regularly use music at events. It will be interesting to see how musical these activations will be or if it will remain a traditional promotional partnership.
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