The Esports World Cup Foundation announced Wednesday that Nestlé’s chocolate brand KitKat will serve as the main partner of the inaugural Esports World Cup this summer in Riyadh, Saudi Arabia.
Financial terms of this new deal were not disclosed, but the deal was put together by Nestlé KSA and the Esports World Cup Foundation.
While specifics on the deal were not disclosed, KitKat will have a physical presence (a booth) at the multi-week esports competition, and one would assume that its branding will appear during broadcasts, on stage, and during segment breaks or pauses in action (fitting in with the brand’s “give me a break” slogan).
“This partnership enables us to connect with the next generation of gaming enthusiasts, offering them the breaks they need both in-game and in life,” said Robert Helou, CEO of Nestlé KSA. “We believe we will deeply resonate with gamers by integrating our ‘Have a Break’ philosophy into the esports world. This collaboration highlights the importance of taking breaks and prioritizing mental well-being, especially in the high-stress environment of competitive gaming.”
KitKat is no stranger to esports; it sponsors European team GiantX, and in January the brand extended its deal with Riot Games to serve as the main partner for the LEC, EMEA Masters, and European Regional Leagues through 2026.
KitKat has the distinction of being the first international brand recognized in the West to sign with the Saudi Arabian government-backed esports competition, but Nestlé already does business in the region.
The partnership also makes a lot of sense in the context of a commitment Nestlé SA made at the end of 2002: The company announced that it would invest 7B Saudi Riyals ($1.86B USD) in Saudi Arabia over the next decade, starting with opening a plant by 2025 to make various food and beverage products for the region and create approximately 3,000 – 3,500 local jobs.
Competitions for multiple games will take place from July 3 – Aug. 25, including Call of Duty: Modern Warfare III, Call of Duty: Warzone, Apex Legends, Counter-Strike 2, Dota 2, EA Sports FC 24, Fortnite, Free Fire, Honor of Kings, League of Legends, Mobile Legends: Bang Bang, Overwatch 2, PUBG Battlegrounds, PUBG Mobile, ESL R1, Rocket League, StarCraft II, Street Fighter 6, Teamfight Tactics, TEKKEN 8, and Tom Clancy’s Rainbow 6 Siege.
The Esports World Cup is funded by a grant from the Saudi Arabian government, while competitions are being facilitated by ESL FACEIT Group, which is a wholly-owned subsidiary of Savvy Games Group. Savvy is owned by the Saudi government. EFG is home to tournament organizer ESL, competition platform FACEIT, and esports and gaming festival company DreamHack.
Editor’s note: additional information about Nestlé SA was added to this article after publication to provide additional context.