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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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EMEA ESPORTS

MOVEMBER TEAMS UP WITH RIOT GAMES EMEA ESPORTS

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TLDR:

  • Movember is partnering with the League of Legends EMEA Championship (LEC), VALORANT Champions Tour (VCT) EMEA, and Game Changers EMEA Championship as the Official Mental Health Partner, supporting players, team staff and the wider community for the 2026 and 2027 seasons.

Date: January 20, 2026 [London]

What you need to know:

  • Riot Games and Movember announce a multi-year partnership focused on embedding mental health and wellbeing into the EMEA esports ecosystem.
  • The partnership will integrate mental health and wellbeing frameworks, support systems, and initiatives across the leagues.
  • Movember will provide tools and resources to better manage competitive pressure, build healthier habits, and be encouraged to discuss mental health openly.
  • Planned initiatives for the upcoming year include mental health training for players and staff, and player-only roundtables on stress and coping strategies, with a view to use this to cascade content and guidance to the wider esports community.
  • Movember will share messaging on the broadcasts and on-site during events that highlight the importance of mental health and help reduce the stigma around honest discussions and seeking help when needed.
  • Together, Movember and Riot Games aim to make the gaming environment a healthier environment for all.

Quote from Daniel Ringland, Head of VALORANT Esports, EMEA:

“Supporting the wellbeing of the VCT EMEA community, our players, and team staff is something we are committed to strengthening, so we’re thrilled to welcome Movember as a partner. While supporting open conversations and ensuring our players know trusted resources are available is a priority, this partnership also helps raise awareness around mental health and wellbeing across the wider VCT EMEA community. Movember’s expertise will help normalize these discussions beyond the competitive stage, and provide the tools so everyone connected to our ecosystem feels supported by professionals committed to making a positive impact.”

Quote from Maximilian Peter Schmidt, Director of League of Legends Esports, EMEA

“Partnering with Movember allows us to take our commitment to supporting the wellbeing of our players and teams to the next level. We want our community to feel empowered to speak openly about the challenges they face and know resources are available if needed. Gaming should be a safe and healthy space for everyone, and this partnership will help us ensure that the environment is maintained and strengthened.”

Quote from Dan Cooper, Global Director, Innovations at Movember:

“Movember is committed to bring community first solutions to today’s most urgent mental health challenges. Esports is a focus area for our work in mental health, and by working with Riot Games we aim to have a real impact and drive positive change in esports.”

The post MOVEMBER TEAMS UP WITH RIOT GAMES EMEA ESPORTS appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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Razer Enters into Multiyear Deal with VALORANT Esports EMEA

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Razer has entered into a multiyear deal to become the Official Gaming Chair Partner for VCT EMEA and Game Changers EMEA.

For the 2026 and 2027 seasons, Razer’s Iskur V2 gaming chair will be used by all teams on stage and in the coach and co-streaming rooms backstage. Designed with advanced ergonomic features for extended gaming sessions, the Iskur V2 provides support and comfort, during long, high-pressure games, helping players stay focused. In a game like VALORANT, precision, speed and consistency can decide the outcome.

Razer’s flagship gaming chairs are known for their ergonomic design, featuring adaptive lumbar support system that dynamically adjusts to every movement, helping players maintain proper posture through every high-stakes moment during the season.

Razer has consistently developed gear trusted by both professional and aspiring players and now, their equipment has earned the trust of others in the VALORANT scene. Recently, VCT EMEA’s Karmine Corp also announced Razer as their Official Partner including Gaming Chairs for the upcoming year – further proof of Razer’s commitment to elevating the competitive experience.

The post Razer Enters into Multiyear Deal with VALORANT Esports EMEA appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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ALGS 2026 Championship

S8UL Esports secures historic top five finish at ALGS 2026 Championship; bags INR 1 crore in prize money

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S8UL Esports, a global powerhouse in esports and gaming content, delivered a landmark performance by finishing among the top five teams globally at the Apex Legends Global Series (ALGS) 2026 Championship, held in Sapporo, Japan from January 15 to 18. This result represents the best ever finish by an Indian organization on the Apex Legends global stage, setting a new benchmark for Indian esports at the highest level of international competition.

The ALGS 2026 Championship, the crowning event of the Apex Legends competitive calendar, brought together 40 of the world’s most consistent and high-performing teams from the year-long global circuit. S8UL’s all-Australian roster featuring Rick Wirth (Sharky), Benjamin Spaseski (Jesko), and Tom Canty (Legacy), led by head coach Harrison Rogers (Rogers), delivered a standout campaign and emerged as the only South Asian team to secure a Top 5 finish at the premier international Apex Legends event. The team earned USD 120,000 (approximately INR 1 crore) from the tournament’s USD 2,000,000 (approximately INR 18.14 crore) total prize pool.

Commenting on the achievement, Animesh Agarwal, Co-founder and CEO, S8UL, said, “Over the years, we have built one of India’s strongest gaming creator ecosystems and a solid foundation in content. In the last 18 months, we have deliberately expanded our focus to global esports investments across multiple titles, and performances like this validate that vision. Our ambition is to compete and win at the highest level worldwide. We are investing deeply, assembling world-class international rosters, and representing S8UL on the global stage from India. A top five finish at ALGS is a major milestone, and it marks only the beginning of what we believe will be a very strong future for S8UL in esports.”

S8UL began their campaign in Group B, navigating a demanding round-robin stage where all 40 teams were divided into four groups of 10. The team’s consistent performances saw them finish among the top 20 teams, earning a spot in the Winners Bracket and keeping them firmly in title contention.

From there, S8UL qualified for the Grand Finals, where the remaining 20 teams competed under the high-pressure Match Point Format. Under this system, a team must reach 50 points and then secure a match win to claim the championship, with the remaining teams ranked by total points. Across nine final matches, S8UL accumulated 64 points to finish fifth overall, just one point behind fourth-placed GROW Gaming, underlining how closely contested the championship was.

“The margins at this level are extremely fine, and the team showed tremendous composure throughout the tournament. From the group stage through to the finals, the players displayed adaptability, trust, and resilience. Finishing in the top five globally is a major milestone, and it reinforces our confidence in this roster’s ability to contend for championships in the future,” commented Harrison Rogers, coach of S8UL’s Apex Legends team.

S8UL’s performance at the ALGS 2026 Championship builds on the organisation’s growing presence in international Apex Legends competition. In 2025, S8UL competed at the ALGS Midseason Playoffs as part of the Esports World Cup in Riyadh, where the organisation also became the first Indian team to be selected as a Club Partner for the tournament. With consecutive appearances at Apex Legends’ premier global events, S8UL continues to establish itself as a consistent contender on the world stage and a flagbearer for Indian esports internationally.

The post S8UL Esports secures historic top five finish at ALGS 2026 Championship; bags INR 1 crore in prize money appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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