Chocolate brand KitKat enters VALORANT esports for the first time, activating its signature ‘break’ moments across broadcasts and live events.
The brand, which is produced by Nestlé in Europe, has signed a deal to become an Official Partner of both the VCT (VALORANT Champions Tour) EMEA and Game Changers EMEA circuits for the entire 2026 season.
The partnership, announced by Riot Games, aims to integrate the brand’s iconic “break” messaging into the broadcast and live experience of the VALORANT EMEA competitive scene, targeting moments of downtime during matches.
The collaboration will see KitKat introduce branded in-broadcast and in-game break segments throughout the season. Furthermore, the brand will have a significant on-site presence at the VCT EMEA Stage 2 Finals in Spain, distributing branded merchandise such as thundersticks and fan signage to enhance the live audience experience.
In the official announcement, Riot Games stated the brand will “help fans stay energised after every spike plant, side switch, and thrilling overtime battle” by activating during halftimes, technical pauses, and tactical pauses. The publisher also anticipated further activations by mentioning “more ways to get involved”, citing that fans “can look forward to plenty of KitKat content.”
This move marks KitKat’s first official foray into VALORANT esports, but the brand is an established name within Riot Games’ ecosystem. It has been a long-standing sponsor of the League of Legends EMEA Championship (LEC) and the Brazilian League of Legends Championship (CBLOL), demonstrating a continued strategy to align with Riot-operated esports properties in key regions. Its parent company, Nestlé, has also previously engaged with the scene through the Nescafé Dolce Gusto brand in Brazil.
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