Hot Wheels becomes official sponsor of GIANTX’s LEC team

Hot Wheels renewed and expanded its sponsorship with European esports organization GIANTX, the teams announced in late April 2026. The updated agreement names Hot Wheels an official partner for 2026 and extends the brand’s involvement to GIANTX’s League of Legends roster in the League of Legends EMEA Championship (LEC) while maintaining its existing support for the Rocket League team.

Under the deal, Hot Wheels branding will appear in LEC broadcasts, on team assets and at live events tied to the LEC roster. The agreement also covers joint campaigns and content, including fan contests and match-linked giveaways connected to Rocket League fixtures, short-form videos featuring players alongside Hot Wheels cars, and on-site activations where attendees can interact with the brand and teams.

GIANTX reached the LEC top four and competed in the LEC Finals in Barcelona during recent seasons. The sponsorship places Hot Wheels into the league’s broadcast and event programs for the 2026 season.

The relationship began around 2020, when GIANTX competed as Vodafone Giants and Hot Wheels first appeared on social channels, broadcasts and team materials tied to Rocket League. The partnership was refreshed in April 2024, with Hot Wheels branding on player sleeves in Spanish national competitions. The latest renewal formalizes Hot Wheels’ role as an official 2026 partner and expands its visibility across titles.

José Ramón Díaz, GIANTX’s CEO, described the renewal as a consolidation of a longstanding partnership: “Hot Wheels is a partner with whom we have built a strong relationship over the past few years. We share a very natural way of understanding gaming and connecting with new generations, and this renewal consolidates that shared journey. Together with Hot Wheels, we look forward to continuing to grow in Europe’s top esports competition and reaching even greater heights.”

GIANTX and Hot Wheels said they will use the partnership to reach younger gaming audiences through content, promotions tied to matches and interactive experiences at esports events.