GIANTX, an esports organisation that recently formed following the merger between EXCEL ESPORTS and Giants, has extended its partnership with Nestlé chocolate brand KitKat.
As a result, KitKat will remain an official partner for GIANTX and work with the esports brand on activation and content creation. Moreover, its logo will appear on the sleeves of GIANTX’s players who compete in Spanish competitions.
The partnership originated from an ongoing collaboration between KitKat and Giants Gaming, which was first announced back in 2021. Giants Gaming merged with EXCEL ESPORTS late in 2023, creating a new company called GIANTX. As a result, KitKat will support the new brand in a similar way it did previously when it was a partner of Giants Gaming.
The partnership will be focused on one of GIANTX’s two domestic markets, Spain. According to the two brands, KitKat and GIANTX will work together on campaigns, creating new content and developing new content formats throughout 2024. The extension of the partnership will see the KitKat logo featured on the jerseys of the GIANTX players in the Superliga, Spain’s top-flight League of Legends league.
Luis García, Commercial Director of GIANTX, commented on the deal: “We are very pleased to have KITKAT as an official partner for another year. After three successful years together, we approach 2024 with a strategy focused on entertainment and content generation. At GIANTX, we are deeply committed to our community, and there is no better news to give them than this renewal.”
The deal follows on from KitKat announcing another large partnership renewal just a couple of days ago. The chocolate brand will remain the official partner of both the LEC and the EMEA Masters for another three years. On the GIANTX side, the esports organisation recently signed a partnership extension with data and analytics company Shikenso Analytics.