VALORANT Champions Tour (VCT) EMEA 2026, the epic esports event where everyone wins

Overall, all VALORANT fans (developed by Riot Games and released in 2020) who decide to attend in person stand to benefit, since the event will be open to the public and they won’t need a ticket for the competition matches to participate in the outdoor and indoor activities at the venue.

Inside, you’ll find all the experiences that bring communities together, such as VALORANT activities and tournaments, meet-and-greets with content creators, cosplay, activations and booths from esports teams, art and community activities, live music… and, of course, plenty of food trucks and food stands. And here’s a bonus: Riot says the Fan Fest will be open all weekend, and fans can arrive before the matches to enjoy the activities around the stadium.

For its part, the Japanese brand OMODA, which is expanding its physical presence in Barcelona through various sponsorship initiatives, has taken an interesting step in this case, as it is not only sponsoring the event but has also reached a much broader agreement with VALORANT Esports EMEA through the end of 2028. And Barcelona is one of the first major visible activations under that agreement.

It also reaches a much younger audience than those who can currently afford to buy one of its car models—based on age or purchasing power—and one that is quite different from the target audience of traditional European automotive advertising. It’s an interesting ecosystem that the Japanese brand uses, as it did at this event, to enter a market that is relatively new to it: Europe. In addition to partnering with an event like this, which not only raises its profile but also allows it to reach a highly digitally active audience and align itself with a culturally dynamic scene that perfectly represents the audience of this massive event.