Image credit: KitKat, Esports World Cup
KitKat, owned by Nestlé, has teamed up with the Esports World Cup, a prominent multi-title esports tournament series organized by the Esports World Cup Foundation in Saudi Arabia. This partnership marks KitKat’s initiative to engage with both competitive and casual gamers through activations that emphasize the brand’s “Have a Break” philosophy.
During the Esports World Cup, KitKat will host a booth featuring a variety of products, providing attendees with opportunities to take breaks during the intense gaming sessions. This aligns with KitKat’s broader strategy of promoting the importance of mental well-being, particularly in the high-stress environment of esports competitions.
KitKat’s involvement in esports isn’t new; earlier in 2024, the brand extended its partnerships with Riot Games’ LEC and EMEA Masters tournaments for another three years. Additionally, KitKat renewed its collaboration with esports organization GIANTX, solidifying its commitment to the esports community.
Scheduled from July 4th to August 25th, 2024, the Esports World Cup will showcase a diverse lineup of games including League of Legends, Street Fighter 6, and EA Sports FC 24. KitKat joins a prestigious roster of partners for the event, which includes global entities like Sony and the Saudi Arabian megaproject Qiddiya.
In conjunction with the tournament, the Esports Awards ceremony is set to take place on August 24th, further highlighting the esports industry’s achievements and contributions. Despite the excitement surrounding the event, the partnership has sparked some controversy, leading to the departure of several stakeholders from the organizing panel.
Robert Helou, CEO of Nestlé KSA, expressed optimism about the collaboration, stating, “This partnership allows us to connect with the next generation of gaming enthusiasts. By integrating our ‘Have a Break’ philosophy into the esports world, we aim to resonate deeply with gamers and emphasize the importance of mental well-being, particularly in competitive gaming environments.”
In May 2024, the Esports World Cup Foundation selected 30 organizations to participate in its Club Support Programme, offering substantial financial support to qualifying teams. The foundation, a non-profit organization funded by the Saudi Arabian government, has faced criticism for hosting the Esports World Cup due to concerns over the country’s human rights record.