Malaga / London, Wednesday, April 29, 2026. GIANTX and Hot Wheels have announced the renewal of their partnership, strengthening the bond between both brands within the esports ecosystem.
Mattel’s vehicle brand is expanding its presence in gaming and digital entertainment after reinforcing its commitment to esports, a partnership that now extends internationally.
In this new phase, Hot Wheels takes another step forward within GIANTX’s competitive structure and joins as partner of the League of Legends EMEA Championship (LEC) team, the leading esports competition in Europe and one of the most important in the world, with an average audience of more than 300,000 viewers per match.
The relationship between GIANTX, Spain’s most decorated esports organization and one of the longest-standing in Europe, and Hot Wheels, the leading die-cast toy car brand and an icon of both car culture and pop culture, has grown progressively over time. What began in 2021 has become a strategic alliance that brings the world’s most famous toy cars to Europe’s biggest stage, with a strong focus on content creation and community-driven activations around esports, gaming, and online entertainment.
The agreement is not only a renewal, but also the meeting point between a toy that defined the childhood of many and one of the forms of entertainment that best represents the present generation. This new chapter includes the development of fresh activations and joint content formats, with special attention to Rocket League, one of the historic pillars of this partnership, as well as participation in live events and physical experiences.
Through these initiatives, GIANTX and Hot Wheels will continue exploring new ways to connect with the community and integrate the brand into digital formats.
“This sixth collaboration reflects how we have evolved and grown together year after year. We are proud to work with leaders such as GIANTX to expand our universe beyond traditional play, bringing it into the world of esports and connecting with new audiences through innovative experiences that go beyond screens. At Mattel, we believe in the unlimited potential of every child, and our goal is to continue inspiring new generations to keep pushing themselves while staying true to the dynamic and challenging spirit that defines Hot Wheels,” said Céline Ricaud, Head of Marketing at Mattel Iberia.
“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,” said José Ramón Díaz, CEO of GIANTX.
