KitKat extends League of Legends EMEA partnership for three more years

Posted : 10 January 2024

Nestlé-owned chocolate brand KitKat has extended its partnership with the League of Legends EMEA Championship (LEC), EMEA Masters, and EMEA Regional Leagues (ERLs) for an additional three years.


The renewed collaboration positions KitKat as the main partner for the trio until 2026, featuring activations during technical pauses and champion selection in League of Legends matches.


This extended partnership solidifies KitKat's visibility across the largest Europe-focused LoL esports events, including LEC and EMEA Masters broadcasts, and expands its presence to 13 divided national leagues within the ERLs.


Having been a significant sponsor of League of Legends broadcasts since its entry into the LEC in 2020, KitKat's influence has grown to encompass EMEA's tier two ecosystem. This includes appearances on EMEA Masters broadcasts and integration into various stages of all ERLs.


 The renewal follows Riot Games' decision to raise the minimum age for LEC participation from 17 to 18, opening opportunities for additional revenue streams and potential sponsorships from brands restricted in advertising to minors, such as alcohol and gambling brands.


In a notable development earlier this week, HP brands HyperX and OMEN secured a substantial presence across Riot Games' global esports titles, spanning League of Legends, VALORANT, and Teamfight Tactics.


Reflecting on the renewal, Charlie Allen, Director of Commercial Partnerships EMEA at Riot Games, expressed enthusiasm, stating, "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." He highlighted KitKat's integral role in EMEA leagues and tournaments, emphasizing the brand's immersion into gaming and esports, showcasing a commitment to the longevity of esports in the region.


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