KitKat has announced the extension of its partnership with League of Legends (LoL) developer, Riot Games.
The extension will see KitKat continue its role main partner for the entire EMEA LoL esports ecosystem until 2026. The partnership has been extended in collaboration with sports marketing agency SPORTFIVE.
The complete partnership includes Riot Games’ League of Legends EMEA Championship (LEC), and regional competitions like the EMEA Masters and the European Regional League.
The renewal is part of both brand’s commitment to improving the esports experience and fostering lasting connections with fans across the region.
The partnership will see the presence of KitKat in Summoner’s Rift, a popular League of Legends playable map, and the broader esports community.
It will also see KitKat featured during technical pauses with a ‘Have a Break’ reminder.
The extended partnership also aims to bring benefits for League of Legends esports fans.
Eike Gyllensvärd, President Global Esports Partnerships at SPORTFIVE, expresses his enthusiasm for the continued collaboration: “We are thrilled to facilitate the extension of KitKat‘s partnership with Riot Games, covering the LEC, EMEA Masters, and ERLs.
“This renewal is a testament to the successful integration of brands into the esports landscape, creating valuable and enduring connections with fans.”
KitKat first entered the esports ecosystem in 2020 since then creating different formats and activations to engage with esports enthusiasts.
KitKat is one of many brands to join the esports and gaming conversations in the recent years.
Earlier this month, technology brand HP also announced a partnership between its gaming brands, OMEN and HyperX, and Riot Games Esport events.
