KitKat named main partner of LEC 2021

21 January 2021


The League of Legends European Championship (LEC) has named Nestlé chocolate brand, and returning sponsor, KitKat as its main partner for the 2021 season.

Activations will include a continuation of KitKat’s ‘Even the Biggest Champ Needs A Break’ campaign with a 30-second spot entitled ‘MISSION CONTROL’. The deal was brokered by SPORTFIVE, which also produced the new commercial. Financial terms were not disclosed.

KitKat LEC sponsor
Image credit: KitKat

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The new partnership sees Nestlé’s brand commit to yet another esports entity in 2021. KitKat entered the esports scene with a bang in 2019 with partnerships for League of Legends, Dota 2, and Overwatch. In this month alone, the company has secured agreements with Spanish organisation Vodafone Giants and the CBLOL, Brazil’s premier League of Legends competition. 

KitKat explained, via a press release, that ‘MISSION CONTROL’ aims to represent the different characteristics of a gamer all working with and against one another. Some of the characteristics described include working on motor skills, analysing situations, keeping a cool head, and making decisions, among others. The spot will illustrate the internal struggle that gamers face between all of these characteristics, which can only be alleviated by taking a break with KitKat.

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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.” |

Ahead of the 2021 LEC Spring Split, which is set to commence tomorrow (January 22nd), the competition retained a variety of its partners with the likes of Logitech G, KIA and Alienware all renewing its deals for the upcoming season. 

Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games commented: “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 recognised 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.”

Esports Insider says: Nestlé is definitely on a roll as the firm secures yet another esports partnership. The company’s chocolate brand joins the LEC at a great time as esports viewership skyrockets under pandemic lockdowns.

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