Nestlé-owned chocolate brand KitKat has announced a partnership with the Esports World Cup, a prominent multi-title esports tournament series held in Saudi Arabia by the Esports World Cup Foundation.
Partnership Details
KitKat and the Esports World Cup Foundation will collaborate on esports activations aimed at promoting KitKat’s iconic ‘Have a Break’ philosophy. This initiative aims to engage both competitive and casual gamers, emphasizing the importance of taking breaks during extended gaming sessions. KitKat will also host a booth at the Esports World Cup event, offering spectators a range of its products.
Previous Engagements in Esports
KitKat has been actively involved in the esports scene, having recently renewed partnerships with Riot Games’ LEC and EMEA Masters tournaments for another three years starting January 2024. The brand also extended its deal with esports organization GIANTX.
Esports World Cup Overview
Scheduled from July 4th to August 25th, 2024, the Esports World Cup will feature a diverse lineup of games, including popular titles like League of Legends, Street Fighter 6, and EA Sports FC 24. KitKat joins a prestigious list of partners for the event, including Sony and the Saudi Arabian development project Qiddiya.
Additional Events
Alongside the tournament, the Esports World Cup will host the Esports Awards on August 24th, showcasing achievements within the esports community.
Stakeholder Response and Criticism
The announcement of KitKat’s partnership with the Esports World Cup has drawn varied responses from stakeholders. While some have welcomed the collaboration, others have expressed concerns, particularly regarding Saudi Arabia’s human rights record. Nonetheless, the Esports World Cup Foundation continues to push forward, recently selecting 30 organizations for its Club Support Programme, which offers substantial financial support to eligible teams.
Nestlé’s Perspective
Robert Helou, CEO of Nestlé KSA, highlighted the strategic importance of this partnership in connecting with the gaming community: “This partnership enables us to connect with the next generation of gaming enthusiasts. We believe we will deeply resonate with gamers by integrating our ‘Have a Break’ philosophy into the esports world. This collaboration highlights the importance of taking breaks and prioritizing mental well-being, especially in the high-stress environment of competitive gaming.”
Conclusion
KitKat’s partnership with the Esports World Cup underscores its commitment to engaging with esports audiences globally while promoting a message of balance and well-being in gaming.
FAQs
What is KitKat’s partnership with the Esports World Cup about? KitKat has partnered with the Esports World Cup to promote its ‘Have a Break’ philosophy and engage with gamers during the tournament.
When is the Esports World Cup taking place? The Esports World Cup is scheduled to run from July 4th to August 25th, 2024.
Why has KitKat partnered with esports events like the Esports World Cup? KitKat aims to connect with gaming enthusiasts and promote the importance of taking breaks during gaming sessions through its partnerships in esports.
What games will be featured at the Esports World Cup? The Esports World Cup will feature a variety of games, including League of Legends, Street Fighter 6, and EA Sports FC 24.
