Spanish esports organization Giants Gaming has announced a partnership agreement with music label Sony Music Spain. As part of the deal, the parties will collaborate on a number of activations, including content creation and joint events.
In addition, Sony Music Spain and Giants Gaming said the partnership will provide a "wide range of experiences" including exclusive interviews and special broadcasts. The record label's logo will also appear on the organization's social media and other platforms.
José Ramon Diaz, CEO of Giants Gaming: "We are very pleased with this partnership. Firstly, because Sony Music is a leading company in its industry with world-class artists; secondly, because great content will come out of such an alliance, which will please our fans. We see a natural synergy between esports and music. This deal takes us one step further in our goal of reaching a larger audience."
This is Sony Music Spain's first foray into esports, but it's not the first record label to have an esports partnership. In particular, Warner Music has entered into a number of deals with MAD Lions and LEC.
Domingo Olivo, Chief Marketing Officer at Sony Music: "At Sony Music, we are very proud to be part of this Giants Gaming project. The goal is to showcase our passion for content and music to provide enjoyment and entertainment, and this agreement enters into a strategic alliance to develop content related to music and esports."
Sony Music Spain joins Giants Gaming's ever-expanding commercial portfolio, which includes Nike, KitKat, Burger King, Nesquik, Chupa Chups and Hot Wheels brands.