KitKat Becomes Main Partner Of LEC 2021

KitKat becomes main partner of LEC 2021. KitKat has decided to extend its collaboration with the Esports League of Legends European Championship (LEC) as Main Partner for 2021. Global sports business agency SPORTFIVE secured the deal and produced a hero commercial for the kick-off.

After enabling KitKat’s first and successful experience last year within the esports ecosystem, Sports Business Agency SPORTFIVE is once again KitKat’s lead agency of choice for esports and provides KitKat with an integrated and comprehensive solution: from facilitating and concluding the rights agreement to consulting to executing final activation, from campaigning and producing the new commercial  to social media content and sweepstakes.

Under the claim “Even the Biggest Champ Needs A Break” the brand is picking up typical gamer situations, linking it to what the brand stands for: relaxing breaks that bring a smile, especially in situations where gamers feel tilted.

As part of the extended partnership in 2021, SPORTFIVE created a sub campaign around the claim “Even the Biggest Champ Needs A Break” and produced a 30 second hero commercial with the title “MISSION CONTROL”, extending the story around gaming breaks being a crucial part of a gamers lifestyle.

Georg Fischer, Marketing Manager for KitKat in Europe, Middle East and North Africa said “Putting a gamer in front of the monitor and placing the brand logo next to it? Anyone can do that. This is why we are following another approach and are kicking off the LEC partnership with a specially produced image spot that brings fun, entertainment and shows the gamer from a ‘different side’.

We are presenting the gamer multifaced. As a gamer sometimes you struggle with yourself: Should I continue playing after a loose streak? Should I think of the team first or my own performance? We create situations that every gamer can relate to and literally jump into the head – the MISSION CONTROL” 

Eike Gyllensvärd, Executive Vice President Global Esports Partnerships at SPORTFIVE shares “The extension and the associated upgrade of KitKat in the LEC as Main Partner fully pays off the success of the partnership as well as the activations to date. Together with KitKat, we want to communicate the positive side of breaks with a wink and focus on the fun in and out of the community. We are starting the new year with MISSION CONTROL and still have a lot of plans for KitKat in 2021” 

[image: Justin C]

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