The League of Legends European Championship Chooses KitKat As Its Partner F

Nestlé chocolate brand, KitKat, has been selected as the new main partner for the 2021 season by The League of Legends European Championship. This agreement was brokered by SPORTFIVE, and KitKat’s ‘Even the Biggest Champ Needs A Break’ campaign will be also featured. KitKat is not new to the esports scene. The company has been working with some big names in past, and in 2019 they were working with DOTA 2 and Overwatch. Also, before signing this new deal with LOL, KitKat already worked with them as well, two years ago.

KitKat’s deal with LOL will see the release of their 30-second spot entitled ‘MISSION CONTROL’. The commercial is done in a traditional KitKat fashion, after a hard game, the player will take a break and relax by eating a chocolate bar.

Georg Fischer, Marketing Manager for KitKat in Europe, Middle East, and North Africa commented:

“Putting a gamer in front of the monitor and placing the brand logo next to it? Anyone can do that. This is why we are following another approach and are kicking off the LEC partnership with a specially produced image spot that brings fun, entertainment, and shows the gamer from a ‘different side’. We are presenting the gamer multifaced. As a gamer sometimes you struggle with yourself: Should I continue playing after a [losing] streak? Should I think of the team first or my own performance? We create situations that every gamer can relate to and literally jump into the head – the MISSION CONTROL.”

Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games has stated:

“We’re so happy to be signing on again with KitKat as one of our main partners for 2021. We had such a fruitful time together in 2020, with KitKat helping us to deliver some top-level content for our fans. KitKat started with a pilot, initially, with a relatively low level of activity; so it’s incredible that they have recognized the value of our partnership to the extent that they are now one of the major league esports partners across the LEC and local leagues and teams across Europe.”

Source: https://esportsinsider.com/2021/01/kitkat-lec-2021/