The exciting partnership sees Chupa Chups become the Official Candy Partner for EXCEL ESPORTS’ League of Legends teams and will see the partners work together on an exclusive, fun content series

British competitive gaming culture brand EXCEL ESPORTS has today announced a partnership Chupa Chups, a Spanish confectionery brand which is owned by major confectionery manufacturer Perfetti van Melle. The partnership will see Chupa Chups become the Official Candy Partner for EXCEL’s full League of Legends roster which competes across both the League of Legends European Championship and the Northern League of Legends Championship. The partnership will help align EXCEL’s new Power of Better identity with Chupa Chups’ Forever Fun belief, that encourages everyone to keep their childish spark alive throughout their life.

As part of the partnership, EXCEL and Chupa Chups will work closely together on a fun content series called Sweet or Yeet, which will involve EXCEL’s League of Legends players being asked quickfire questions and either being rewarded with a sweet treat for answering correctly, or being asked to eat something gross if they get the answer wrong. Both parties will also collaborate on social media posts together, including celebrations and League of Legend happy birthday assets. The Chupa Chups logo will also be featured on both the LEC and BTXL players jerseys which are due to be released in the coming weeks.

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“We are very excited to partner with such a globally recognised brand in Chupa Chups, a business we naturally align well with given the fun and youthful nature of both our organisations, industries and audiences. It’s always fantastic to work with non-endemic brands that appreciate the culture of our industry and we’ll work with Chupa Chups to create engaging, fun content that works for both our audiences. At EXCEL ESPORTS we are always striving to be better and we are excited to kick off 2021 with a partnership which helps further build on our vision,” said Robin McCammon, Chief Commercial Officer, EXCEL.

“We are thrilled to have found a partner in EXCEL ESPORTS, an organisation that shares many of the same values and audience, with both youth and fun in our core identities. The partnership was long-awaited given the numerous times our consumers have said that lollipops are the favourite sweet to enjoy while playing. We are excited and looking forward to working closely with EXCEL ESPORTS by making fun and engaging content that our audience will surely love,” said Eva Karkoni, International Brand Manager at Chupa Chups.

EXCEL’s LEC team will officially begin its League of Legends European Championship campaign on Friday, January 22nd, while the BTXL team will kick off it’s Northern League of Legends Championships season on Tuesday, January 19th. Both rosters welcome new coveted talent as EXCEL aspires to have its most successful year to date.

2020 was a landmark season for EXCEL as its LEC team received its best results yet, narrowly missing out on a playoffs spot, while also undergoing a brand update and unveiling footballer Dele Alli as it’s new global ambassador. On Sunday, January 10th, a brand new BBC documentary, Fight for First: EXCEL ESPORTS will be available to stream on BBC IPlayer. Voiced by Golden Globe and BAFTA nominee Cillian Murphy, the five-part series follows the team as they experience the highs and lows of competing in Europe’s biggest esports league.

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