Riot Games has recently announced a new partnership with KitKat for Valorant Esports in Europe, extending to both VCT EMEA and VCT Game Changers EMEA for the upcoming 2026 season.
The specific financial details of this collaboration have not been disclosed at this time.
As part of this exciting venture, KitKat will now be recognized as an official Partner of VCT EMEA and Game Changers EMEA for the entirety of the 2026 season. One unique aspect of this partnership involves incorporating the KitKat brand into in-game breaks during broadcasts, offering entertaining content in between intense gameplay moments.
Similar to their involvement with the LEC, the KitKat brand will enjoy extensive promotion through various channels such as video content, social media, online marketing materials, LAN events, fan engagements, and more.
KitKat, known for its delicious snacks, is a Nestlé-owned brand (excluding the U.S., where it is managed by The Hershey Company). KitKat has a longstanding relationship with Riot’s League of Legends EMEA Championship (LEC), having initially partnered in 2020 and renewed the agreement through 2026 in January 2024.
The VCT EMEA Kickoff, marking the first major event in the Valorant esports calendar for Europe, is set to commence on Jan. 20. For further details on this event, visit this Riot Games Europe primer.