KitKat, the chocolate brand produced by Nestle, the international food and drinks giant, has extended and expanded its partnership with Riot Games, the video games developer, for major League of Legends esports events in Europe.

Under a multi-year deal, the brand will serve as the official partner of the League of Legends European Championship (LEC) and EU Masters, the largest LoL competitions, and is widening its support to the League of Legends Continental League (LCL), for countries in the Commonwealth of Independent States, and 12 League of Legends European Regional Leagues. 

The tie-up, which was brokered by Sportfive, the international sports marketing agency, will see KitKat continue initiatives such as fan engagement activations and prize draws in breaks between matches on social platforms.

The Germany-based company build a rocket, which was acquired by Sportfive in March, is the activation agency for the ongoing partnership.

KitKat has been a sponsor of the LoL events in Europe since last year when Sportfive negotiated a deal with Riot Games for the LEC Spring and Summer Split.

The partnership was activated with the campaign slogan, 'Even the biggest Champ needs a Break', and accompanying commercials, content pieces and memes.

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It also led to the launch of a dedicated KitKat gaming channel on Twitter with digital incentives offered to fans.

For 2021, KitKat has become the main partner of the LEC and is communicating its commitment to esports with the 'Mission Control' campaign based around gaming breaks.

Zeynep Gencaga, senior business development manager at Riot Games, said: "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 Split will showcase the partnership across 12 ERLs. It is a pleasure to be working with the team over at KitKat committed to creating meaningful moments and engaging content for our fans."

Meanwhile, Betway, the international online betting operator, is expanding its sponsorship activity in Brazil in a new partnership with esports organisation Furia.

The one-year deal will see Betway’s brand feature on the jerseys of Furia players, and in the overlay of its streamers on Twitch.

Last month, Betway agreed its first deal with a women's esports team, in Brazil's MIBR Female.

Betway is replacing Rivalry as Furia's official betting partner, and there will be content collaborations and activations via the new sponsor's streaming platform.

Other teams sponsored by Betway include MIBR, PSG Esports, Big Clan and Ninjas in Pyjamas.

Adam Savinson, head of esports at Betway, said: “We are proud and excited to be announcing our partnership with Furia. Continuing our growth in the Brazilian esports market, we’re committed to providing the dedicated fans the best content and partnerships possible.”