19 Jan 2024

KitKat Extends Sweet Partnership with GIANTX in Thriving Esports Venture

KitKat's logo to grace GIANTX's jerseys. (Image: GIANTX)

Esports organization GIANTX, born from the merger of EXCEL ESPORTS and Giants, has prolonged its partnership with Nestlé's KitKat chocolate brand. KitKat will continue as an official partner for GIANTX, collaborating on activations and content creation. The KitKat logo will adorn the sleeves of GIANTX players competing in Spanish competitions. Originating from a previous collaboration with Giants Gaming in 2021, KitKat's support continues under the new entity formed by the merger.

The focus of the partnership is on Spain, one of GIANTX's domestic markets, with plans for joint campaigns and content creation throughout 2024.The extended deal will feature the KitKat logo on GIANTX's jerseys in Spain's top-flight League of Legends league, the Superliga. Luis García, Commercial Director of GIANTX, expressed satisfaction with the renewal, emphasizing the commitment to community and entertainment-focused strategies. The announcement follows KitKat's recent renewal of partnerships with LEC and EMEA Masters, while GIANTX also extended ties with Shikenso Analytics.