Riot Games has retained Nestlé brand KitKat as a partner of its European league, LEC, for the upcoming Summer Split.
KitKat originally joined the LEC as a sponsor of the Spring Split, sponsoring the pauses in the competition’s broadcasts.
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The Nestlé brand will continue to feature during breaks and pauses in LEC’s broadcast, but it will also be advertised through the newly-announced in-game banners. KitKat will be promoted in the Summoner’s Rift alongside Mastercard and Alienware.
The original agreement between the LEC and KitKat was specifically for the Spring Split, though the chocolate snack brand entered esports last year through a deal with Overwatch League franchise Los Angeles Valiant.
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In its first move since its involvement with LEC, KitKat became a sponsor of AGO Rogue – the League of Legends academy side of North American organisation Rogue. Earlier this month KitKat sponsored BLAST Bounty Hunt, the first Dota 2 event from Danish tournament organiser BLAST.
Just yesterday, LEC announced that it had brought on Secretlab as a replacement for its previous gaming chair partner AKRacing. Other partners of the European league include Kia Motors, Shell, and Foot Locker.
Esports Insider says: We initially thought the activation between KitKat and LEC was a negative considering it was centred around technical difficulties in the broadcast, but it actually was a pretty clever idea. It’s good to see KitKat return to LEC, as well as expanding its presence in this industry.