KitKat partners with VCT EMEA and Game Changers for 2026 Season

KitKat is expanding its esports presence beyond League of Legends by becoming an Official Partner of VCT EMEA and Game Changers EMEA for the 2026 season. The announcement marks a significant move for the chocolate brand as it brings its ‘signature playful approach’ to Riot Games’ tactical shooter esports ecosystem.

The partnership will see KitKat elevate in-game breaks with entertaining content between intense rounds and clutch plays. Drawing on their successful formula from their long-standing League of Legends European Championship (LEC) partnership, KitKat will aim to transform technical pauses, halftime breaks, and tactical timeouts into engaging moments for fans. The brand aims to help players reset mentally after every spike plant, side switch, and overtime battle.

KitKat has been a partner of EMEA League of Legends esports since 2020, establishing itself as one of Riot Games’ most successful non-endemic sponsors. The brand’s LEC journey began with a pilot program sponsoring broadcast breaks before becoming a main partner in 2021. The brand even introduced customized KitKat Hextech Chests into the game itself, embedding the brand directly into the League of Legends experience. KitKat’s success was recognized with a nomination for Esports Commercial Partner of the Year at the 2022 Esports Awards. In January 2024, they renewed their partnership with the LEC and EMEA Masters through 2026, now also covering 13 European Regional Leagues.

VCT EMEA joins an impressive roster of sponsors that includes Red Bull, Sony’s INZONE gaming gear, paysafecard, and Herman Miller.

VCT EMEA x KitKat Activations

For VCT EMEA and Game Changers fans, the partnership promises multiple touchpoints throughout the 2026 season. Viewers can expect fun advertisements, creative break segments during matches, and exclusive content on social media channels. The brand will also enhance the live event experience at the Stage 2 Finals in Spain with additional on-site activities.

Game Changers EMEA, which promotes diversity and inclusion in competitive gaming, will particularly benefit from the partnership as it continues developing the next generation of professional players. As VCT EMEA prepares for the 2026 season, fans can look forward to KitKat adding its characteristic fun and energy to every match.