Esports organization GIANTX has reached a sponsorship agreement with UTAMED, an online university based in Malaga, which joins the club as a new partner until the end of 2026. Through this alliance, both organizations aim to connect training and education with new generations through gaming and digital entertainment.
UTAMED becomes GIANTX’s ‘Official Education Partner’ and joins the esports organization’s content ecosystem, one of the longest-standing brands in the esports industry. The agreement includes a prominent presence across social media, official competitions and different club assets. GIANTX has more than 15 million followers across its platforms and those of its streamers and creators.
In addition, UTAMED will feature its brand on the jersey of GIANTX’s team in the League of Legends EMEA Championship (LEC), the most important esports competition in Europe, with an average audience of more than 300,000 viewers per match. UTAMED’s presence on the collarbone area of GIANTX’s LEC jersey will boost the university’s visibility in the highest-level international competitive environment.
This collaboration aims to bring education closer to young audiences, who see video games and online content as one of their main areas of interest. In this context, UTAMED offers a flexible and up-to-date educational model, designed to adapt to the needs of a digitally native generation, with new consumption habits and ways of learning that are increasingly linked to the online environment and technology.
GIANTX and UTAMED share a vision focused on talent and the future, with the Costa del Sol as a meeting point and a reflection of a growing technology ecosystem, of which these Malaga-based and Andalusian companies with global ambitions are part.
One of the pillars of the agreement will be the creation of original content, with a special YouTube series as the main asset. This format will seek to connect with new generations from an informative and accessible approach, using the codes of gaming to build bridges between the world of digital entertainment and the fields of education and professional development.
"This agreement has special value because it brings together two projects with roots in Malaga and Andalusia that share the same way of understanding the future. We want to keep connecting with new generations in their own language, and gaming is a key tool to do so. Partnering with UTAMED is a source of great pride for GIANTX,” said José Ramón Díaz, CEO of GIANTX.
"The university highlights the affinity between its educational model and the profile of GIANTX’s audience, which is characterized by the strong presence of the digital environment in everyday life. In this regard, Paco Ávila, president of UTAMED, said: “At UTAMED, we believe in a flexible educational model that adapts to people’s reality, not the other way around. This vision connects with a community like GIANTX’s, made up of digital-native profiles who naturally incorporate technology into their daily lives and demand flexible, accessible models connected to their reality.”
