Nestle-owned chocolate brand KITKAT CHUNKY has announced a partnership with Malaysian esports competition the University e-League.
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As a result of the partnership, the chocolate brand has been named the main sponsor for the league’s 2021 season. Moreover, KITKAT CHUNKY will launch a campaign aimed around the premise of taking a break during gaming sessions.
The University e-League is a nationwide esports league featuring universities and colleges in Malaysia. The University e-League will consist of two stages — Qualifiers and the Grand Finals — which will be held between July 9th and August 15th 2021.
The event sees participating institutions compete across titles such as DOTA 2, League of Legends: Wild Rift and Mobile Legends.
The University e-League has a combined prize pool of RM 20,000 (~£3,445). Registration for the event is now open.
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According to the release, this is KitKat’s first venture into the Malaysian esports scene. Earlier this month the brand extended its partnership with the League of Legends European Championship (LEC), whilst also reading the deal which includes 12 European Regional Leagues.
In addition, KitKat has also partnered with a Spanish esports organisation Vodafone Giants and Brazilian League of Legends competition, the CBLOL.
Esports Insider says: It’s great to see huge brands, such as KitKat, partner with university esports initiatives. What’s even more fascinating about this deal is the chocolate brand’s decision to enter into the Malaysian market, and specifically with its KITKAT CHUNKY product. Given the growing popularity of mobile esports, this could only be the start of KitKat’s expansion.