Posted in: eSports, Games, Video Games | Tagged: KitKat

KitKat Extends Riot Games Esports Partnership By Three Years

KitKat announced this morning they are going to continue working with Riot Games in their esports partnership for another three years.

KitKat revealed this morning that they have renewed their esports partnership with Riot Games, as they have signed on for another three years. The two brands have been working together since 2020, as their partnership has been tied to the EMEA for League of Legends. This new deal will have them continue across the entire EMEA LoL Esports ecosystem, including the LEC, EMEA Masters, and the ERLs, into 2026. We have the details below and a couple of quotes from both parties.

KitKat x Riot Games

With this partnership, KitKat will remain as a Main Partner for our leagues across EMEA through to 2026. This far-reaching partnership will bring KitKat to Summoner's Rift once again. It will also be returning during our technical pauses to remind us to "Have a Break," as well as running us through Champions Select. Having been an integral part of our ecosystem since 2020, KitKat has been a reliable source of tasty snacks during breaks, with Candy King Ivern being a loyal fan! Our renewed partnership will not only bring KitKat back to The Rift and broadcast but will also provide our fans with exclusive drops that are awarded from watching along on LoLesports.

"We're so glad to welcome back KitKat for the next three 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," says Charlie Allen, Director of Commercial Partnerships EMEA at Riot Games. "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."

"Esports (especially LoL Esports) is fun and intense in many areas of our lives. Having a break is essential to ensure consistent performance and keeping a positive perspective and not getting tilted," says Rouven Lochmüller, Head of KitKat Europe. "We wish every player and viewer a great start into the new season. Our KitKat's and activations will bring some light and sweet breaks to you because 'Even the biggest Champ needs a break.'"

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