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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eSports
Esports World Cup 2026 Opens Registration for Last Chance Qualifiers
The Esports Foundation (EF) announced the official lineup and details for the Last Chance Qualifier (LCQ) tournaments that will award the final spots in eight different competitions at this year’s Esports World Cup, set to be hosted in Paris, France, from July 6 through August 23.
The programme forms the final stage of qualification for EWC 2026, concluding a global Road to EWC that spans more than 230 tournaments and qualification events worldwide and is expected to engage more than 350,000 competitors across publisher ecosystems, regional leagues and official circuits.
The Last Chance Qualifier series consists of eight open tournaments across Counter-Strike 2, EA FC, Rocket League, TEKKEN 8, Chess, Call of Duty: Black Ops 7, FATAL FURY: City of the Wolves and Street Fighter 6.
Held in Paris between July 5 and August 10, the events will award the final qualification spots for 37 solo competitors and six Clubs at the Esports World Cup 2026, including four Clubs in Counter-Strike 2 and one Club each in Rocket League and Call of Duty: Black Ops 7. EA FC qualifiers will advance to the Play-Ins stage, while all other LCQ winners will qualify directly for the main event.
LCQ Schedule and Qualification Slots
• Street Fighter 6 (July 5): 4 players qualify
• Chess (July 9-11): 14 players qualify
• EA FC (July 24-26): 6 players qualify for Play-Ins
• TEKKEN 8 (July 31-August 2): 4 players qualify
• Rocket League (July 31-August 2): 1 Club qualifies
• FATAL FURY: City of the Wolves (August 4-6): 4 players qualify
• Counter-Strike 2 (August 7-9): 4 Clubs qualify
• Call of Duty: Black Ops 7 (August 8-10): 1 Club qualifies
Some of the most remarkable moments in EWC’s history have come as a result of the LCQ. In 2024, EA FC pro João “JafonsogV” Vasconcellos battled through the LCQ before going on to claim the championship, etching his name into esports history. His performance inspired the creation of the Jafonso Award, which is awarded to teams or players that win an EWC championship after qualifying through the LCQ.
In 2025, Team Falcons’ Overwatch roster pulled off that feat to not only claim the first Jafonso Award and the OWCS Midseason Championship, but win what would turn out to be a crucial tournament victory that cemented Falcons’ second straight Club Championship. In the same year, Chess Grandmasters Nihal Sarin and Levon Aronian both reached the playoffs after qualifying for the first EWC Chess main event through the LCQ.
The Esports World Cup 2026 will be hosted at Paris Expo Port de Versailles, in Paris, France, from July 6 through August 23, bringing together more than 2000 players and 200 Clubs from over 100 countries across 25 tournaments and 24 games for a record-breaking $75 million+ prize pool.
The post Esports World Cup 2026 Opens Registration for Last Chance Qualifiers appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
Animesh Agarwal
S8UL’s Apex Legends Team Qualifies for EWC 2026
S8UL Esports has officially qualified for the Apex Legends tournament at the Esports World Cup (EWC) 2026 following a standout performance in the Apex Legends Global Series (ALGS) 2026: Split 1 Pro League – APAC South. The qualification makes Apex Legends the fourth title in which the organization has officially secured a spot at the world’s biggest esports event.
The ALGS 2026 Split 1 Pro League – APAC South brought together 30 of the region’s top teams and was divided into two phases: the Triple Round Robin and the Regional Final. During the Triple Round Robin stage, the teams were split into three groups of 10 and competed across six match series spanning 36 games. The top 20 teams advanced to the Regional Final, with Pro League Points awarded based on performances throughout both stages. These points determined the final regular season standings, with the top eight teams securing qualification for the ALGS 2026 Split 1 Playoffs at the EWC 2026.
Competing in Group A, S8UL’s all-Australian roster of Rick Wirth (Sharky), Benjamin Spaseski (Jesko), and Tom Canty (Legacy), under the guidance of head coach Harrison Rogers (Rogers), delivered a consistent performance throughout the season. The team accumulated 106 Pro League Points during the Triple Round Robin stage to finish second in the standings and advance to the Regional Final. Building on that momentum, S8UL continued its strong run in the Regional Final, earning 21 additional Pro League Points to secure second place in the overall regular season standings with a total of 127 Pro League Points. The result secured qualification for the global event, while also earning the team USD 15,000 (approximately INR 14.2 lakh) in prize money and 1350 Championship Points towards the ALGS 2025-26 rankings.
“APAC South is one of the most competitive Apex Legends regions in the world, so qualifying for the Esports World Cup is never something you can take for granted. The team showed tremendous consistency throughout the split, which was a key part of our game plan from day one. We are excited to represent S8UL at the EWC once again and build on the momentum we have generated this year. Our focus now shifts to refining our approach, continuing to improve as a team, and preparing for the level of competition we’ll face on the international stage,” said Harrison Rogers, coach of S8UL’s Apex Legends team.
This marks the second consecutive year that S8UL will compete in Apex Legends at the EWC. After reaching the Grand Finals of the ALGS 2025 Midseason Playoffs at EWC 2025, the organization has continued to establish itself among the world’s elite teams. Earlier this year, S8UL secured a historic top-five finish at the ALGS 2026 Championship, the best-ever result achieved by an Indian esports organization in the title on the global stage. Building on that momentum, S8UL will return to EWC 2026, where 40 of the world’s top teams will compete in the ALGS 2026 Split 1 Playoffs for a prize pool of USD 2 million (~ INR 19 crore) from July 7 to July 11.
“Success in esports is rarely defined by a single tournament. It is built through sustained investment and support in players, coaching staff, and a culture that encourages excellence over the long term. Our Apex Legends team has consistently proven itself against some of the strongest competition in the APAC region, and qualifying for the Esports World Cup once again is a testament to its preparation, discipline, and hard work. As we continue expanding our global footprint, achievements like these reinforce our commitment to competing at the highest level and carrying the S8UL banner onto the biggest stages in esports,” said Animesh Agarwal, Co-founder and CEO of S8UL.
Having been selected for the Esports Foundation’s Club Partner Program for the second consecutive year, S8UL earlier unveiled its most ambitious international esports campaign to date, pursuing qualification across 13 titles at the EWC 2026. While continuing to field elite international talent, the organization has also placed a strong emphasis on Indian representation across its competitive ecosystem.
That strategy has already begun delivering results. S8UL’s Honor of Kings roster, comprising Indian players, has secured qualification for EWC 2026, while Indian chess grandmasters Nihal Sarin and Aravindh Chithambaram have become the only players from the country to officially qualify for the chess competition so far. The organisation has also secured qualification in Fortnite through its international roster and now adds Apex Legends to its growing list of confirmed titles at the event.
Scheduled to take place in Paris, France, from July 6 to August 23, EWC 2026 will bring together more than 2000 players representing 200 clubs from over 100 countries competing for a record-breaking prize pool of USD 75 million.
The post S8UL’s Apex Legends Team Qualifies for EWC 2026 appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
eSports
G2 launches Performance Lab research unit backed by Red Bull
Berlin-based initiative will embed researchers with teams and publish findings with partners including German Sport University Cologne.
G2 on 5 June 2026 announced the G2 Performance Lab, an applied research and innovation platform focused on performance development for its competitive rosters. The initiative is based in Berlin and has a dedicated site at.
The lab is launching with support from Red Bull and is designed to combine scientific research with day-to-day performance work across G2 teams. G2 said it intends to share outputs beyond the organisation through scientific publications and academic work with institutions including the German Sport University Cologne.
Launched earlier this year, the Performance Lab is led by PhD candidate and G2 Performance Coach Ismael Pedraza-Ramirez. Its first project, “A Space for Leaders”, focuses on leadership development across G2 staff and sits under one of four stated pillars: coaching and coach development. The other pillars are training design & delivery, player development, and performance health & support systems, with projects planned for 2026 involving academic contributors including German Sport University Cologne and Vrije Universiteit Brussel.
“As a long-standing partner of G2, Red Bull has played a central role in supporting the vision behind the G2 Performance Lab,” said Alban Dechelotte, G2 CEO. “Red Bull’s track record of investing in athlete performance and high-performance environments speaks for itself. Across traditional sports and esports alike, they share our ambition to build something truly impactful. When you have partners around the table who have that same mindset, it pushes ideas further, raises the standard, and helps challenge what’s possible.”
”The work we’re doing at the G2 Performance Lab is truly innovative for esports and sports, and is going to revolutionise how we approach performance improvement at G2 and beyond,” said Ismael Pedraza, Performance Lab Director and Performance Coach at G2. ”Elite esports competitors are incredible at what they do, yet they have the potential to go even further. Little is still known about how to properly develop them into world-class competitors, and we’re taking steps to change that with Red Bull’s support. Through robust scientific research and practical work, we’re designing the tools and building the infrastructure to bring out the best in our competitors, while also sharing our findings with the world to support the entire esports scene.”
The post G2 launches Performance Lab research unit backed by Red Bull appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.
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