Nestlé-owned chocolate brand KitKat has renewed its partnership with the League of Legends EMEA Championship (LEC), EMEA Masters and EMEA Regional Leagues (ERLs) for an additional three years.
The collaboration will see KitKat remain as the trio’s main partner until 2026 and will include activations during technical pauses and champion selection.
Presence on LEC and EMEA Masters broadcasts ensures KitKat visibility in both of the largest Europe-focused LoL esports events, while the broader ERLs being included in the deal will also see KitKat appear in 13 divided national leagues.
KitKat has been a prominent sponsor of League of Legends broadcasts since first joining the LEC in 2020. Since then it expanded its reach to EMEA’s tier two ecosystem, featuring on both EMEA Masters broadcasts as well as all ERLs at certain stages.
This renewal comes after publisher Riot Games increased the minimum age to play in the LEC from 17 to 18 in an effort to ‘enable teams and the LEC to explore additional revenue opportunities’. This potentially opens the door to sponsorships from alcohol, gambling, and other brands that can’t be advertised to minors.
Earlier this week it was also unveiled that HP brands HyperX and OMEN will gain a significant presence across Riot Games’ esports titles globally, such as League of Legends, VALORANT and Teamfight Tactics.
On the renewal, Charlie Allen, Director of Commercial Partnerships EMEA at Riot Games, commented: “We’re so glad to welcome back KitKat for the next 3 years. KitKat has helped us heap on the fun and excitement to our Leagues, and we can’t wait to see what surprises they have in store for the coming years.
“We’ve loved watching the team at KitKat immerse themselves into our fandom, and they have become a brand that is integral to our leagues and tournaments across the EMEA region. Their expansion into the gaming and esports industry and their continued support truly shows the longevity of esports in EMEA.”