Riot Games has added Nestlé brand Kit Kat as a sponsor of its European league LEC for the Spring Split.
Kit Kat will sponsor the pauses in LEC’s broadcast to “make those minutes of downtime fly by.”
More activations between LEC and Nestlé‘s chocolate brand are expected to be disclosed throughout the Spring Split, which kicks things off on January 24th.
Alban Dechelotte, Head of Sponsorships & Business Development EU at Riot Games discussed the deal in a release: “We’re thrilled to count among our partners a brand as culturally relevant as KitKat. It felt only natural to cooperate on having KitKat be the official Breaks & Pauses presenter of the LEC. Looking forward to an exciting split!”
Just yesterday, Riot Games announced a series of returning sponsors for the LEC. This included gaming peripherals brand Logitech G, record label Warner Music, home appliances brand Beko, and coffee brand Tchibo.
Other sponsors of the European league for the upcoming year include gaming chair brand AKRacing, Chinese live streaming platform HUYA, gaming PC manufacturer Alienware, and automobile giant Kia Motors.
Kit Kat made its entrance into the esports industry in May last year through a partnership with Overwatch League franchise Los Angeles Valiant. Acting as the official candy sponsor of the team, which is owned by Immortals Gaming Club, Kit Kat supported the Rivalry Weekend in August – an event that featured competitive matches and branded activations.
Esports Insider says: Kit Kat is obviously a big brand but it’s stepping into the LEC cautiously it appears, only sponsoring the Spring Split to begin with. It’ll be interesting to learn more about the activations that are planned, though the break-time sponsorship is a clever little idea.