Nestlé’s chocolate brand, KitKat, has prolonged its partnership with Riot Games for the 2023 EMEA Masters (previously EU Masters) in League of Legends.
The extended collaboration ensures KitKat’s continued presence as a main partner for both the Spring and Summer EMEA Masters events. The brand will maintain its sponsorship of select broadcast segments and its logo will be featured in-game during 2023 EMEA Masters matches. KitKat initially joined forces with Riot Games in 2020 for the European Masters, integrating its “take a break” slogan into broadcasts. The partnership is slated to persist until at least year-end.
KitKat’s alliance with Riot Games also encompasses the League of Legends EMEA Championship (LEC) and numerous other regional leagues, such as the Baltic Masters, NLC, Ultraliga, EBL, and LFL. The brand has long been involved in esports, partnering with organizations and events like Spanish esports organization Giants, CBLOL, BLAST, and AGO Rogue.
Eva Suarez, Riot Games’ Head of Esports Partnerships EMEA, praised the partnership: “KitKat has allowed us to provide extraordinary experiences for EMEA fans as one of our most enduring partners. Collaborating with a team that is genuinely committed to supporting esports fandom continues to be a delight.”
The EMEA Masters, formerly known as the European Masters, is a prominent League of Legends tournament representing the continent’s second-highest tier of competition. It hosts the victors of national leagues across Europe and the broader EMEA region. Notably, Team Heretics, the winners of the previous European Masters edition, have joined the ranks of the LEC.
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