Spanish lollipop brand Chupa Chups has announced the sponsorship of Vodafone Giants, marking the brand’s first foray into esports.

The partnership is designed to convey a message “full of excitement and fun” to the gaming community, as Chupa Chups seeks to “continue exploring new territories to reach its consumers,” according to a release.

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Vodafone Giants, also based in Spain, currently fields fourteen teams, competing in titles such as League of Legends, Counter-Strike: Global Offensive, and Rainbow Six Siege.

José Ramón Díaz, CEO of Vodafone Giants, commented on the deal in a release: “The arrival of Chupa Chups to the Vodafone Giants family is fantastic news for the esports sector. It is a brand that is part of our lives. We are going to transform the pride that this collaboration presents into concrete actions that reflect the importance and values of Chupa Chups, which we fully share.”

Chupa Chips sees Vodafone Giants as “the perfect partner”, due to shared values “based on friendship and fun,” the release states.

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Chupa Chups is the second eye-catching partner to join Vodafone Giants’ lineup this year. In January, the organisation announced a deal that made it the first European esports brand to become a global partner of sports apparel giant Nike.

Elzilene Moraes, Marketing Director at Chupa Chups, added: “We want Chupa Chups fans to have a privileged contact with the exciting world of esports, and in that field, there is no greater exponent of optimism than Giants.”

Esports Insider says: The entrance of Chupa Chups into esports is another sweet moment for the industry, and a partnership with fellow Spaniards Vodafone Giants makes a lot of sense for all parties involved.

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