eSports
KITKAT BECOMES MAIN PARTNER OF THE LEC 2021 AND LAUNCHES “MISSION CONTROL” WITH SPORTFIVE
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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Asia
Skyesports and GodLike signs MoU with Maharashtra Cyber to promote esports and cyber hygiene in Maharashtra
India’s esports ecosystem is taking another step forward as Skyesports and GodLike Esports sign a Memorandum of Understanding (MoU) with Maharashtra Cyber, the Government of Maharashtra’s nodal cybersecurity body. The partnership aims to grow the state’s esports ecosystem while promoting cyber hygiene and responsible digital behaviour among gamers.
The agreement was signed during a closed-door meeting in Mumbai and reflects a broader push by the state to develop its digital and creative industries. As India’s leading state economy, Maharashtra is positioning itself as a hub for esports and gaming, aligning with its wider “orange economy” strategy.
Under the MoU, the three parties will collaborate on esports tournaments, leagues, and community initiatives, while embedding cyber safety messaging into all activities. This includes raising awareness around cyberbullying, fraud prevention, data privacy, and responsible online conduct—key concerns as esports audiences continue to grow, particularly among younger users.
Skyesports will lead tournament organisation and community engagement, while GodLike Esports will support through mentorship programmes, professional player involvement, and grassroots initiatives. Maharashtra Cyber will focus on amplifying cyber awareness and promoting safe digital practices across the ecosystem. Eyrie Entertainment will support outreach efforts and help scale campaign visibility across the state.
Commenting on the initiative, Shiva Nandy, Founder and CEO of Skyesports, said:
“The growth of esports requires strong collaboration between the industry and government stakeholders. This MoU with Maharashtra Cyber represents an important step toward strengthening Maharashtra’s esports ecosystem through responsible gaming initiatives and grassroots engagement. As India prepares to compete at global events such as the Esports World Cup (EWC), Esports Nations Cup (ENC), and the Asian Games 2026, partnerships like this will play a key role in building a stronger pipeline of talent and opportunities for young gamers. With GodLike Esports also joining the initiative, we aim to combine competitive expertise and creator reach to drive deeper community engagement. The MOU is a first-step towards solidifying Maharashtra as an esports hub globally.”
Yashasvi Yadav, Additional Director General of Police at Maharashtra Cyber, added:
“As esports continues to grow rapidly among young audiences, it is equally important to promote safe and responsible digital practices within the gaming ecosystem. Through this collaboration with Skyesports and GodLike Esports, we aim to raise awareness around cyber hygiene, online safety, and responsible behaviour in gaming communities. Initiatives like these will help ensure that the growth of esports in Maharashtra is supported by strong awareness of cybersecurity, digital discipline, and safe online participation.”
Chetan “Kronten” Chandgude, Founder of GodLike Esports, said:
“At GodLike Esports, we have always believed that the true growth of esports in India lies in strengthening its roots at the grassroots level. Through this collaboration with Maharashtra Cyber and Skyesports, we aim to support the state’s vision of building a strong and sustainable esports ecosystem. Our focus will be on engaging young gamers through mentorship, community initiatives, and professional player interactions, while also promoting cyber hygiene and responsible gaming practices. This MoU also marks the first step toward our vision of putting the state on the global esports map, and we look forward to sharing some exciting announcements around this soon.”
The initiative also aligns with global recommendations from organisations such as the International Telecommunication Union, which highlight the importance of cybersecurity awareness as digital participation expands.
For more on esports growth and regulation, see Europa Gaming’s coverage on India Esports Market Growth and Esports Regulation Trends.
As esports continues to scale in India, partnerships like this underline a key industry shift: growth is no longer just about tournaments and audiences, but also about building a safer, more responsible digital environment for the next generation of players.
The post Skyesports and GodLike signs MoU with Maharashtra Cyber to promote esports and cyber hygiene in Maharashtra appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
The Latin-American Esports Institute (ILAE) was established following a General Assembly held on 6 March 2026 in Rio de Janeiro. The organisation was founded with the stated goal of promoting competitive integrity, legal safety, and institutional research within the esports sector.
Carlos Gama, Vice President of Games and Esports at the Rio de Janeiro branch of the Association of Brazilian Information Technology Companies (ASSESPRO) and President of the Advisory Council of FERJEE (Rio de Janeiro Esports Federation, involved with the upcoming IEM Rio) was elected as Executive President to lead a multidisciplinary team tasked with developing frameworks for the industry’s regional growth.
One of the primary objectives of the ILAE is the creation of a local Esports Arbitration Chamber. This mechanism is intended to serve as a specialized venue for the mediation and resolution of conflicts, such as contractual disputes between players and organisations. The model aims to offer a technical alternative to the traditional judicial system, seeking to provide greater legal security and faster resolutions for administrative and professional disagreements within the competitive environment.
The ILAE’s structure is centered on an Executive Board that includes:
- Vice-President Marcella Ferreira (former pro player and current sports psychologist),
- Administrative-Financial Director Vinicius Verly (FERJEE), and
- Project Director Marianna Muniz (FERJEE and OnFire Agency).
Technical oversight is managed by lawyers:
- Dr. Antonio Carlos Bratefixe (Research and Knowledge) and
- Dr. Osmar Berardo, who will direct the institute’s Arbitration Chamber.
The Fiscal Council is led by: Dr. Soraya Vasconcelos, who also leads Brazilian organisation Galorys, responsible for financial and institutional oversight.
Regarding the institute’s mission, Carlos Gama stated that the organization intends to facilitate dialogue across the Latin American esports community. “We want to bring together athletes, teams, researchers, organizations, companies, and public managers to build a common development agenda for the region,” Gama noted. He also highlighted that a priority for the ILAE will be the production of research on strategic themes, such as social inclusion and competitive integrity policies.
The ILAE’s governance framework also incorporates individuals with competitive backgrounds, aiming to ensure the organisation remains informed by the practicalities of the sector. This includes the participation of former FPS and eFootball pros Marcela “Callax”, Renato “Rentão”, Monik Bisoni, Gabriela Tavas, and Gabriel “Franja” within the various councils and administrative chairs.
By integrating these perspectives alongside legal and academic professionals, the institute intends to address the specific needs of the regional ecosystem. The organization has opened associations to professionals, researchers, and entities.
The post Esports community establishes Latin-American Esports Institute (ILAE) appeared first on Americas iGaming & Sports Betting News.
Mobile, Esports and Gaming Alliance (MEGA), the powerhouse behind the globally recognized Esports Awards, has announced the appointment of Morgan Tremaine as Executive Producer.
The move signals a new phase of growth for the organization as it looks to elevate its live events, expand its intellectual property portfolio, and strengthen premium partnerships across the esports ecosystem.
Based in London, MEGA continues to position itself at the forefront of esports entertainment, with Tremaine now stepping into a key leadership role to guide its next chapter.
A Strategic Leadership Appointment
Having already served as producer for the Esports Awards since 2023, Morgan Tremaine’s promotion formalizes his role within MEGA’s senior leadership team. In his new position, he will oversee the development and production of MEGA’s full events portfolio, including flagship ceremonies and associated digital content.
His appointment reflects MEGA’s ambition to scale its globally recognized event properties and deliver more immersive, high-quality experiences for esports audiences worldwide.
Extensive Experience in Live Production
Tremaine brings over 13 years of experience in live production, content creation, and large-scale event execution. His career spans major media and esports organizations, including roles at TMZ and Esports Engine.
He is also the Founder and CEO of Cuer, a next-generation platform designed to streamline live broadcasts and event production workflows.
Throughout his career, Tremaine has contributed to some of the most high-profile events in gaming and beyond, including TwitchCon and the Tokyo 2020 Olympic Games streaming initiatives. His portfolio also includes collaborations on Twitch Rivals and major brand activations such as the Fortnite x Polo Ralph Lauren launch.
Collaborations with Global Brands and Talent
Tremaine’s work extends beyond event production into strategic brand partnerships and talent collaborations. He has worked with globally recognized companies such as Ford, Samsung, and Doritos.
In the gaming and streaming space, he has collaborated with leading creators including Pokimane, Quackity, and Botez Sisters, reinforcing his deep connections within the esports and content creator ecosystems.
Driving MEGA’s Event Evolution
In his new role, Tremaine will work closely with publishers, platforms, and commercial partners to shape both the creative and commercial direction of MEGA’s events. His responsibilities will include:
- Leading executive production for flagship ceremonies
- Supporting strategic partnership development
- Enhancing brand integrations and audience engagement
- Driving innovation across live and digital event formats
He will also contribute to MEGA’s agency operations, providing leadership on high-profile client projects and helping scale the company’s production capabilities.
MEGA’s Growing Influence in Esports
Since its inception, MEGA has established itself as a leading force in esports live events. In addition to the Esports Awards, the organization produces major industry ceremonies such as the Decade Awards and the Mobies, setting benchmarks for production quality and audience engagement.
Beyond events, MEGA is committed to supporting the broader gaming ecosystem by nurturing talent, promoting education, and creating opportunities for the next generation of esports professionals.
Vision for the Future
Morgan Tremaine expressed enthusiasm about his new role, emphasizing the importance of creativity, collaboration, and innovation in shaping the future of esports events.
Similarly, MEGA co-founder Michael Ashford highlighted Tremaine’s pivotal role in the success of the Esports Awards and expressed confidence in his ability to elevate the company’s event portfolio to new heights.
Conclusion
The appointment of Morgan Tremaine as Executive Producer marks a significant milestone for MEGA as it continues to expand its global footprint in esports entertainment.
With a proven track record in live production, deep industry connections, and a forward-looking vision, Tremaine is well-positioned to lead MEGA into its next phase—delivering world-class events that captivate audiences and redefine standards in esports and gaming entertainment.
Reference
A similar article on esports events and industry leadership can be found on Esports Insider:
Related article: https://esportsinsider.com/news/esports-awards-production-updates
This source regularly covers leadership changes, event production, and strategic developments in the esports industry.
The post MEGA Appoints Morgan Tremaine as Executive Producer to Drive Esports Growth appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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