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Published: January 10, 2024

Written by: Stefan Velikov

  • The Nestlé-owned brand will appear during technical pauses and champion selection
  • The deal comes soon after Riot changed the minimum age to play in the LEC from 17 to 18
  • “We’re so glad to welcome back KitKat for the next 3 years,” said Riot officials

After first signing a partnership deal with the LEC in 2020, KitKat has announced it is extending its collaboration with it and EMEA Masters until 2026.

KitKat Announces Deal Extension

Creating and maintaining large esports circuits is a complicated and expensive endeavor that is sometimes a big challenge even for big video game companies. To aid with this task, tournament organizers often sign sponsorship deals with other large corporate entities. Nestlé-owned chocolate brand KitKat has been heavily involved in sponsoring various esports tournaments and it was recently announced that the company has renewed its partnership with the League of Legends EMEA Championship (LEC), EMEA Masters, and EMEA Regional Leagues (ERLs) for another three years.

With this deal signed, KitKat will remain the three’s main partner until 2026. KitKat adverts will be seen during technical pauses and champion selection. Through the LEC and EMEA Masters broadcasts, KitKat will ensure its visibility across the largest Europe-focused League of Legends esports events. Meanwhile, KitKat’s collaboration with the broader ERLs will allow the brand to appear in 13 different national leagues.

KitKat’s Deals Goes Back

As mentioned, the deal is an extension of an already existing partnership. KitKat first got involved with professional League of Legends broadcasting in 2020 by teaming up with the LEC. Since then it expanded its reach to EMEA’s tier two ecosystem, featuring on both EMEA Masters broadcasts as well as all ERLs at certain stages.

Interestingly, the contract’s renewal comes not long after Riot Games increased the minimum age to play in the LEC from 17 to 18. This was done so participating esports organizations could explore additional revenue opportunities from sponsorship deals with brands offering products such as gambling, alcohol, or tobacco, all of which are prohibited from being advertised to minors.

“We’re so glad to welcome back KitKat for the next 3 years. KitKat has helped us heap on the fun and excitement to our Leagues, and we can’t wait to see what surprises they have in store for the coming years,” commented on the deal Charlie Allen, Director of Commercial Partnerships EMEA at Riot Games.

“We’ve loved watching the team at KitKat immerse themselves into our fandom, and they have become a brand that is integral to our leagues and tournaments across the EMEA region. Their expansion into the gaming and esports industry and their continued support truly shows the longevity of esports in EMEA.”

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