Hot Wheels renews with GIANTX, expands to LEC & Rocket League

Hot Wheels has renewed and expanded its sponsorship with European esports organisation GIANTX for 2026. The agreement was announced in late April 2026.

Under the renewed deal, Hot Wheels will gain visibility across GIANTX team assets and in League of Legends EMEA Championship (LEC) broadcasts as GIANTX competes at Europe’s top level.

GIANTX finished among the top four in Europe and took part in the LEC Finals in Barcelona. The two organisations plan to create joint campaigns and content to reach fans across multiple esports titles.

The partnership retains a strong focus on Rocket League, where the collaboration began. Planned activations include fan contests and giveaways tied to Rocket League matches, short-form videos featuring players and Hot Wheels cars, and branded on-site experiences at live events.

The companies first worked together around 2020, when GIANTX competed under the Vodafone Giants name and Hot Wheels appeared on social channels, broadcasts and team assets. The collaboration was renewed in April 2024 with Hot Wheels branding on player sleeves in Spanish national competitions. The latest agreement upgrades Hot Wheels to an official partner for 2026 and extends its presence into the LEC while keeping existing Rocket League activities.

José Ramón Díaz, GIANTX CEO, commented: “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.”