Riot Games Extends LEC Deal With KitKat to 2026

Riot Games Europe extends KitKat deal for LEC to 2026. Credit: Riot Games Europe

Riot Games Europe announced Wednesday that it has extended its partnership with candy company KitKat in Europe until 2026.

Financial terms of this new three-year extension were not disclosed.

Under the terms of this extended deal, KitKat will return as the main partner for the League of Legends EMEA Championship (LEC), EMEA Masters, and European Regional Leagues (ERLs) through 2026. Like in previous years, KitKat will receive prominent marketing placement during official competitions, and as part of technical pauses called “Have a Break,” as well as running during Champions Select phases. In addition, Riot promises activations and drops throughout the entirety of the 2024 season.

Riot signed its initial sponsorship with KitKat in 2020.

The 2024 LEC season kicks off in early January with KitKat as the main partner. Riot Games also announced Tuesday evening during the Consumer Electronic Show that it had partnered with computer manufacturer HP-owned PC brand OMEN by HP and its gaming peripherals brand HyperX for its global esports including League of Legends, Teamfight Tactics, and Valorant.

As is usually the case at the start of a new year, Riot will be announcing new and returning partners and sponsors to its various professional esports properties in the days and weeks ahead as new seasons in these leagues get ready for a fresh start.