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Published: January 17, 2024

Written by: Stefan Velikov

  • KitKat’s logo will appear on the jerseys of GiantX’s players
  • The two entities will focus on GiantX’s domestic Spanish market
  • This signifies the esports organization’s continuing growth

After becoming an official sponsor for the LEC last week, KitKat continues its involvement in the European League of Legends scene by extending its contract with GiantX.

GiantX and KitKat Sign Deal

January is often a time of the year when organizations are looking for new sponsors ahead of the start of the majority of competitions. European esports organization GiantX is no exception to that rule, which is why it recently announced that it is extending its strategic partnership with Nestlé chocolate brand KitKat.

This means that KitKat keeps its position as one of the esports organization’s main sponsors and will work on activation and content creation with GiantX. Furthermore, the chocolate brand’s logo will be part of the jerseys of the organization’s players who play in League of Legends and Valorant.

As mentioned, the deal is an extension to an already existing partnership that started with Giants Gaming back in 2021. Giants Gaming is one of the two organizations that merged last year to become GiantX, the other one being EXCEL ESPORTS. The partnership with KitKat continued after the merger happened and was renewed on January 16.

GiantX Develops Further an KitKat’s Involvement in LoL Grows

The deal is yet another win for GiantX and signifies its strong position since it was formed in late 2023. Since then, the organization has signed many other lucrative deals, such as entering a collaboration with Shikenso Analytics last month. The company provides data-analysis solutions to GiantX to help them evaluate the performance of its sponsors, including KitKat.

Although specific numbers about monetary matters have not been disclosed, the two organizations talked about their plans for the domestic Spanish market оf GiantX. According to them, the org will will work together on campaigns, creating new content and developing new content formats throughout 2024.

For KitKat, the deal with GiantX signifies the company’s continued interest in investing more in professional League of Legends. It comes on the heels of last week’s news of KitKat extending its partnership with the LEC and EMEA Masters which will see the Nestlé-owned brand’s logo appear during technical pauses and champion selection.

“We are very pleased to have KitKat as an official partner for another year,” commented Luis García, Commercial Director of GiantX. “After three successful years together, we approach 2024 with a strategy focused on entertainment and content generation. At GIANTX, we are deeply committed to our community, and there is no better news to give them than this renewal.”

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