Generation Z Marketing
"La Velada del Año 5" and Marketing for Generation Z
Although television still retains its place among certain popular formats (such as reality shows or major sporting events), content consumption among Generation Z and young millennials has radically diversified. Today, a large part of this audience spends more time on platforms like Twitch, YouTube, or TikTok, where they not only watch content but also comment on it, experience it, and turn it into part of their digital identity.
Events like “La Velada del Año V”, organized by streamer Ibai Llanos, are a reflection of this paradigm shift. With over 9 million concurrent viewers and 80,000 people attending live at La Cartuja (Seville), this event has shattered all previous records on Twitch and has proven that digital entertainment can compete with —and sometimes surpass— traditional television in reach, engagement, and connection with young audiences.
Beyond the numbers, what matters most for the world of marketing is how these new audiences engage with content and brands. In this new ecosystem, the rules are different, and “La Velada” has become a high-impact laboratory for understanding them.
How Brands Connect with Generation Z
One of the biggest takeaways from “La Velada del Año V” is that it’s not just about reaching record-breaking audience numbers, but about how the connection between brands and that audience is established. In the digital streaming ecosystem, the rules of the game have changed radically. It’s no longer enough to simply be present: brands must become part of the experience.
On Twitch, the audience is not passive. They actively participate in chats, share memes, comment on social media, and become amplifiers of the content. This environment creates fertile ground for much more organic advertising, where marketing messages don’t interrupt but instead blend naturally into the event’s narrative.
Brands like Mahou, Grefusa, Vicio, and Revolut have understood this perfectly. Their activations during “La Velada” went beyond logos or mentions: they involved creativity, humor, and closeness. From selecting content creators to cover the event (Mahou + InfoJobs) to launching exclusive products (such as Vicio’s Oklahoma Burger), each campaign was designed to be part of the show.
This approach not only avoids rejection of advertising but also generates emotional affinity and spontaneous conversation. The digital community comments, shares, and takes ownership of the messages, turning them into part of their cultural narrative. The brand, far from being just an ad, becomes a relevant agent within the collective experience.
And this phenomenon isn’t exclusive to “La Velada”: it’s part of a growing trend where brands that invest in digitally-driven events achieve a distinctive positioning among younger consumers. In a world saturated with advertising, genuine attention is a scarce commodity. Here, success is earned not with money, but with creativity and authenticity.
Digital Sponsorship as a Strategic Investment
One of the big questions companies ask when considering sponsoring an event like “La Velada” is: is it really worth it? And the answer, in light of the data, clearly leans toward yes—especially when compared to what traditional television offers today.
And how much does it cost to sponsor "La Velada"?
Although individual deals are not always public, the overall sponsorship of “La Velada V” —featuring brands like Revolut, Coca-Cola, Vicio, and Mahou— is estimated to have reached around 3 million euros. In return, brands were present throughout more than 7 hours of live streaming, with mentions, logos, activations, products, interviews, and organic content on social media.
A sponsorship in this context offers:
- Prolonged, non-intrusive exposure.
- An audience of up to 9.1 million concurrent viewers.
- Viral content that is talked about for days.
- Integration into the event’s narrative, generating emotional connection.
The cost per actual impact is much lower, and audience affinity is significantly higher.
In Spain, a 20-second prime-time spot on a national TV channel can cost between €20,000 and €25,000, depending on the network and time slot. If it’s a high-audience event —such as a sports final— that figure can multiply. And to achieve brand recall, it’s common to repeat the ad multiple times, which drives the total budget even higher.
Moreover, television faces a structural problem: audience fragmentation and aging. Younger consumers are no longer there. Over 99% of people aged 16 to 30 consume online content daily, and many have completely abandoned linear television.
How much does it cost to advertise on television?
More Efficiency, More Engagement
Where television offers interruptions, Twitch offers participation. While a TV spot can be ignored or muted, in events like “La Velada” the audience looks forward to seeing what the sponsors will do. Advertising becomes content.
This dynamic makes digital sponsorship not only deliver better immediate returns, but also have a greater long-term impact in terms of brand image, recall, and cultural positioning.
An Opportunity Brands Shouldn’t Miss
“La Velada del Año”, organized by Ibai Llanos, has not only broken audience records but also confirmed a profound shift in the content consumption habits of millions of people, especially among young audiences. In a landscape where attention is an increasingly scarce commodity, events like this manage to gather crowds around a shared, interactive, and emotionally meaningful experience.
For Spanish companies, sponsoring events of this kind is not just a one-off visibility action: it’s a gateway to cultural relevance. It’s the opportunity to truly connect with a generation that doesn’t want to be interrupted, but inspired. A generation that doesn’t want to watch ads, but to live experiences where brands are authentically integrated.
Marketing today —and in the future— is not measured only in impressions, but in engagement, virality, and brand perception. “La Velada” has shown that, with creativity and a well-thought-out strategy, a brand can make a lasting impact for hours in front of millions of eyes… and remain part of the conversation long after.
At Xarxalia, we closely follow this evolution of digital marketing and the impact of new forms of entertainment. Because we understand that true value lies in knowing where audiences are —and how to build a meaningful and lasting connection with them.
FAQs
What is Ibai Llanos’ "La Velada del Año"?
“La Velada del Año” is an annual amateur boxing event organized by the Spanish streamer Ibai Llanos. It combines fights between content creators with live musical performances, creating an unprecedented digital entertainment spectacle in the Spanish-speaking world. Its main broadcast takes place on Twitch, where it set world audience records with over 9 million devices connected simultaneously during its fifth edition (2025). It has established itself as the most-watched event in the platform’s history, demonstrating the drawing power of streaming compared to traditional media.
Why are brands investing in events like "La Velada"?
Brands invest in events like “La Velada del Año” because they offer massive exposure to young, highly engaged audiences, especially Generation Z and digital millennials. Unlike traditional advertising on television or print, sponsorship in these types of events allows for organic integration within the content, which improves brand perception and engagement. Additionally, Twitch’s interactive environment enables campaigns to go viral, generate conversation, and naturally and effectively increase audience affinity with the brands.
How much does it cost to sponsor an event like La Velada?
The cost of sponsoring La Velada del Año varies depending on the level of visibility and type of activation contracted. According to recent estimates, major sponsors like Mahou, Revolut, and Coca-Cola collectively invested around 3 million euros in the 2025 edition. This budget includes prominent presence in the broadcast, ring integration, mentions by presenters, and social media actions. Compared to traditional television, where a 20-second prime-time commercial can cost over €20,000, the return on digital sponsorship can be higher in terms of impact, engagement, and audience targeting.
What advantages does streaming marketing have over television advertising?
Marketing on streaming platforms like Twitch offers several key advantages over traditional television advertising:
- Segmented audience: allows targeting specific groups, such as digital young adults.
- Greater interaction: viewers participate in real time, increasing engagement.
- Prolonged exposure: events can last several hours, with constant brand presence.
- Organic integration: brands are presented as part of the content, not as interruptions.
- Virality: highlight moments spread through social media, multiplying their reach.
In contrast, television offers a more general audience, with less capacity for segmentation and fewer options to interact with viewers.
What is marketing for Generation Z?
Marketing for Generation Z is based on understanding the preferences, digital habits, and values of those born roughly between 1997 and 2012. This segment especially values authenticity, creativity, inclusion, and real-time interaction. They reject invasive advertising messages and are more attracted to content that emotionally connects with their interests. That’s why strategies like branded content, influencer marketing, participatory digital events, and social media campaigns are essential to capture their attention and build a trusting relationship with the brand.