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Andalusia, first tourist destination to sponsor global esports competitions

September 2, 2023
Andalusia, first tourist destination to sponsor global esports competitions

Andalusia has become the first tourist destination to sponsor major global esports competitions, following the agreement reached with Riot Games, owner of the video games League of Legends (LOL) and Valorant. This was announced by the Minister of Tourism, Culture and Sport, Arturo Bernal, at the presentation of the alliance in Malaga, where he stressed that the Andalusia brand will be present at major international competitions to be held in 2023 and 2024.

Bernal unveiled the details of the sponsorship alongside Riot Games’ head of Esports in Europe, Middle East, and Asia (EMEA), Alberto Guerrero, at an event held at the Digital Content Hub in Malaga. “This is just the beginning of a long journey that positions our land as an international reference for the millions of gamers who make up this community, virtual in its form but very real in its influence in the world”, Bernal said, referring to Generation Z.

“We are proud to welcome the Junta de Andalucía as a multi-event partner of LOL esports, supporting its first steps into the world of esports,” said Alberto Guerrero, Director of Esports for Riot Games in EMEA. “This collaboration with the Junta de Andalucía will allow us to raise awareness of the region in our community, bringing its attractive tourism offerings to esports fans across EMEA and beyond.

The agreement between the Public Company for the Management of Tourism and Sport of Andalusia, part of the Regional Ministry of Tourism, Culture, and Sport, and Riot Games, will promote Andalusia as a destination for the most important international video game tournaments, seeking to attract a specific audience and generate significant media and economic impact among the Z Generation. Among others, the brand will be visible during the EMEA Master 2023 games, LOL Worlds Championship -to be held in November in South Korea-, or the Valorant Game Changers, which bring together the most prominent teams in the world of esports.

The Regional Ministry of Tourism, Culture, and Sport thus establishes a strategic relationship with one of the leading companies in the field of esports, which, in addition to the digital promotion of video games during competitions, will lead to the development of infrastructures and specialized services in this sector to attract and retain a new segment of travelers with a close link to it. The alliance with Riot Games is part of the strategy to promote tourism and sport in the region, with international coverage through the participation of the community in sponsored events. For Andalusia, this collaboration is key due to the extraordinary impact of esports in long-range markets, such as Asian and American emitters.

Riot Games, a renowned video game development company, owns the video games LOL and Valorant. Both are considered the world’s most important competitive esports games and have multiple competitions of great global relevance, attracting millions of spectators and professional players from all over the world. Andalucía will be present as a sponsor at the Valorant Champions 2023 competitions, the Valorant Game Changer (28 November), as well as at the LOL Lec Finals Roadshow (8-10 September), EMEA Master (8 September), LOL Worlds Championship (19 November) and in 2024 at the Valorant Champions Tour Emea.