Published on January 10th, 2024

Location: Global

KitKat Announces Three Year Renewal, Extending Esports Adventure with Riot Games across EMEA

KitKat continues to deliver value to the community, obtaining partnership rights as Main Partner of LEC, EMEA Masters and ERLs through 2026 in collaboration with SPORTFIVE.

Hamburg, January 10, 2024 – KitKat and Riot Games announce the extension of their partnership until 2026, affirming KitKat's continued role as a Main Partner throughout the entire EMEA LoL Esports ecosystem.

In collaboration with SPORTFIVE, this extended alliance encompasses Riot Games' League of Legends EMEA Championship (LEC), EMEA Masters, and the ERLs, marking the continuation of KitKat's iconic brand to Summoner’s Rift and the broader esports community. The renewal underscores the shared commitment to enhancing the esports experience and fostering lasting connections with fans across the region.

"This renewal is a testament to the successful integration of brands into the esports landscape, creating valuable and enduring connections with fans."

Eike Gyllensvärd, President Global Esports Partnerships at SPORTFIVE

In addition to featuring KitKat prominently during technical pauses with the popular "Have a Break" reminder, the renewed partnership promises unique benefits for League of Legends esports fans. Since joining the esports ecosystem in 2020, KitKat has become a cherished companion to esports enthusiasts, creating meaningful formats and activations for fans to engage and follow their passion.

Eike Gyllensvärd, President Global Esports Partnerships at SPORTFIVE, expressed his enthusiasm for the continued collaboration: "We are thrilled to facilitate the extension of KitKat's partnership with Riot Games, covering the LEC, EMEA Masters, and ERLs. This renewal is a testament to the successful integration of brands into the esports landscape, creating valuable and enduring connections with fans."

This renewed partnership signifies KitKat's commitment to esports and the thriving gaming community, adding another layer of excitement to the esports experience for fans across the EMEA region.


    SPORTFIVE is a global sports marketing agency that delivers customer-centric solutions based on trust and transparency, deep industry experience and global relationships, digital intelligence and innovation. SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans to create and enable contemporary partnerships in sports.

    While creating and growing long-term value for all, SPORTFIVE often leads the sports business into the future through innovative digital solutions and strives to be the most progressive and respected partner in sports.

    Being at the centre of professional sport SPORTFIVE will use its unique position, in order to make a positive contribution to sustainability and to live up to the social and economic duty and responsibility, which sport and consequently all parties involved, also have. SPORTFIVE operates with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in Football, Golf, Esports, Motorsport, Handball, Tennis, American Football, Basketball, Ice Hockey, Rugby, Olympics and Multi-Sport Events and many more.

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