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KITKAT BECOMES MAIN PARTNER OF THE LEC 2021 AND LAUNCHES “MISSION CONTROL” WITH SPORTFIVE

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KitKat extends its partnership 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 within the esports ecosystem last year, sports business agency SPORTFIVE again is the chocolate brand’s esports lead agency of choice and delivers an integrated and comprehensive solution for KitKat: From facilitating and concluding the rights deal over consulting to the execution of final activation, ranging from campaigning and producing the new commercial to social media content and sweepstakes.

As one of the most iconic chocolate brands in the world, KitKat offers the perfect opportunity to lean back and enjoy breaks from the League of Legends European Championship actions. All gaming and esports activations reflect KitKat’s DNA: humorous, empathic and unpretentious. 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 seconds hero commercial with the title “MISSION CONTROL”, extending the story around gaming breaks being a crucial part of a gamers lifestyle.

“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” | Georg Fischer, Marketing Manager for KitKat in Europe, Middle East and North Africa

KitKat is leaving space for every distinctive character trait of a gamer, giving each characteristic a brief but memorable stage to shine: SKILL is responsible for motor skills, REASON for analyzing situations neutrally. MIND is the brain and INTELLIGENCE keeps a cool head and always makes the right decisions. And then we have EGO – a character that does not contribute much to the team effort but is indispensable for gamers. When a team is not working together as planned, the only thing that helps is bringing relaxation into the chaos through a break, enjoying KitKat chocolate and getting a new perspective. After this break every gamer will find the balance that can lead to victory. More episodes and side stories will be gradually launched on various social media platforms.

“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” | Eike Gyllensvärd, Executive Vice President Global Esports Partnerships at SPORTFIVE

“We’re so happy to be signing on again with KitKat as one of our main partners for 2021. We had such a fruitful time together in 2020, with KitKat helping us to deliver some top level content for our fans,” says Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games. “KitKat started with a pilot initially, with a relatively low level of activity; so it’s incredible that they have recognized the value of our partnership to the extent that they are now one of the major league esports partners across the LEC and local leagues and teams across Europe.”

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Compliance Updates

Oddin.gg Officially Registered with LOTBA as a Supplier in the City of Buenos Aires

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Oddin.gg has been officially registered as a supplier by the Lottery of the City of Buenos Aires (LOTBA). This authorization clears the way for Oddin.gg to provide its end-to-end esports betting ecosystem—including its Odds Feed, Risk Management, BetBuilder, Widgets, and more—to licensed operators in the City of Buenos Aires. The milestone reinforces Oddin.gg’s strategic focus on supporting partners across Latin America.

LOTBA, the regulatory authority for online gaming within the Autonomous City of Buenos Aires, is well known for its rigorous compliance and technical standards. While the body manages licensing and enforcement, suppliers must undergo a formal registration process before providing services to local operators. Oddin.gg’s successful registration confirms that it has met all relevant technical, financial, and compliance requirements.

Juana Bischoff, Senior Business Development Manager LATAM at Oddin.gg, said: “Being officially registered with LOTBA marks an important step in Oddin.gg’s long-term commitment to the Latin American market. Esports is gaining real traction across the region, and we want operators in Buenos Aires—and beyond—to have the tools and insight to deliver a top-tier esports betting experience. We’re not just bringing leading technology—we’re bringing the local expertise and regulatory awareness needed to help our partners like Betsson and Jugadon grow.”

The post Oddin.gg Officially Registered with LOTBA as a Supplier in the City of Buenos Aires appeared first on Gaming and Gambling Industry in the Americas.

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Asia

NODWIN Gaming Partners with Sony LIV for Streaming Rights of Esports World Cup 2025

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NODWIN Gaming, South Asia’s leading esports and gaming company, has announced that Sony LIV has acquired the Hindi and English language media rights for select matches of the Esports World Cup (EWC) 2025, further amplifying the tournament’s reach and representation across India.

As part of the partnership, Sony LIV will stream select matches from the Esports World Cup in India, bringing the action to millions of fans in languages they resonate with. The Hindi-language broadcast will be available exclusively on the Sony LIV app and official website.

In addition, Sony LIV will also stream the weekly shows, behind-the-scenes features and player interactions spotlighting EWC athletes and teams, curated for both core and casual esports audiences. This collaboration follows NODWIN Gaming’s recent partnership with the Esports World Cup Foundation (EWCF) to manage media rights and regional distribution across South Asia.

Akshat Rathee, Co-Founder and Managing Director of NODWIN Gaming, said: “Our goal is to bring the Esports World Cup to as many passionate fans across South Asia as possible, and this partnership with Sony LIV is a major step in that direction. It combines Sony LIV’s incredible reach with NODWIN’s focus on building localized, fan-first esports experiences. With both Hindi and premium English content, we are creating a viewing experience that feels personal, immersive, and truly regional.”

With the addition of Sony LIV as the exclusive Hindi broadcast partner and NODWIN Gaming as the strategic regional media and marketing partner, the EWC is poised to reach unprecedented heights in South Asia. This aligns with the mission of making esports more inclusive, accessible and locally relevant.

With top-tier Indian talent competing across multiple titles, the Esports World Cup 2025 presents a unique opportunity to showcase India’s growing presence in global esports and to unite audiences around a shared national dream.

The post NODWIN Gaming Partners with Sony LIV for Streaming Rights of Esports World Cup 2025 appeared first on European Gaming Industry News.

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eSports

eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans

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From hoodies to short-sleeved jerseys: the entire collection has been developed to meet the specific needs of gamers – uncompromising, highest-quality and thought-out down to the last detail.

“There is the right functional clothing for every sport – for soccer, tennis, golf… Gaming used to have this gap. Not anymore!”, say the founders.

The debut collection features 4 products and thus offers the right piece for all gamers: hoodie, longsleeve, shirt and pants. Each combines innovative functionality with comfort and style. Smart gadgets – including special ventilation zones, padding and other features to promote reaction, focus and grip – make this clothing a real support in the game.

Developed from the ground up specifically for playing at a PC, “aim.one is for everyone who wants to take their gaming to the next level – from high-end eSports pros to hobby gamers,” say the founders. “With this collection, gamers finally get their own clothing tailored to their passion!”

 

The product launch will take place via Kickstarter on the 5th of August!

Until launch, Gamers can unlock MVP status for only a €/$1 donation. This grants up to 35% discount during the campaign — plus a free nickname print on their apparel.

The post eWear launches aim.one – the world’s first functional gaming wear for esports athletes and gaming-fans appeared first on European Gaming Industry News.

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