The European Region has extended its cooperation with KitKat until 2023. The chocolate bar manufacturer will become the main broadcast partner not only in the LEC, but also in the CIS, as well as in 12 national European leagues.
It's a pleasure to be working with a team that is truly passionate about esports. KitKat pursues a clear esports strategy in which the community is approached in a media-appropriate and authentic style on all relevant channels.
The potential for non-endemic brands across esports and gaming is diverse and still largely untapped. We are very happy to bring the successful partnership with Riot Games to a new level.
Georg Fischer, Marketing Manager at KitKat Europe
We are thrilled to extend our partnership with KitKat for LEC and welcome them on board to European Masters as one of our main partners through a multi-year deal.
After a creative entry into the scene through a pilot by supporting the LEC breaks, KitKat is now becoming one of the most important partners of esports in Europe. Following the extension of the partnership to European language broadcasts, this summer will showcase the partnership across 12 ERLs. It’s a pleasure to be working with the team over at KitKat, who are committed to creating meaningful moments and engaging content for our fans.
Zeynep Gencaga, Senior Business Development Manager for Esports EMEA at Riot Games.
As a reminder, KitKat previously supported technical breaks at the LEC with the slogan "Take a Break!" The details of the new cooperation agreement and its cost were not disclosed.
LEC will return to our screens on June 11th. Follow the news and predictions for matches on the event page!