Posted in NEWS
January 21, 2021

Lucozade Sport enters esports with Hashtag United partnership

Lucozade Sport enters esports with Hashtag United partnership

British soft drink brand Lucozade Sport has announced its entrance into esports by joining forces with English non-league football club Hashtag United.

The deal will see Lucozade Sport become the front-of-shirt sponsor for the club’s in-game kit in FIFA 21.

LucozadeSport_InGameSponsor copy
Credit: Hashtag United

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This is not the first time that Lucozade Sport has collaborated with the club. In 2020, the drinks brand was named Hashtag United’s hydration partner, with Lucozade Sport sponsoring all of the club’s real-world football teams. The brand’s logo appearing within FIFA 21 is due to a partnership extension between the two entities.

Seb Carmichael-Brown, Commercial Director at Hashtag United, commented on the collaboration in a release: “We are absolutely delighted to be renewing our partnership with Lucozade Sport, who have been supporting the club both on and off the field for the past 12 months fantastically. To be able to celebrate our extension to the partnership by adding them to our esports kit in-game is a very special moment and we can’t wait to see our pro players and supporters alike sporting the kit and the Lucozade Sport logo in FIFA 21 for the rest of the season”

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Alongside the Lucozade Sport logo appearing on Hashtags’ in-game kit, brand ambassador Born Barikor will be collaborating with the club’s esports players to improve physical and mental performance on and off the virtual pitch.

According to the release, Hashtag United’s esports team will also be using the newly sponsored kit throughout the EA Sports FIFA Global Series 21.

Matthew Riches, Head of Partnerships at Lucozade Sport, also spoke on the deal: “At Lucozade Sport, we support football from grassroots to elite levels, and Hashtag United is a clear example of that. We are delighted to make our first step into the esports arena with a huge player like Hashtag United and look forward to seeing the new kit being worn in-game on grand stages like the FIFA Global Series.”

Esports Insider says: As one of the most recognisable drinks brands in the UK, joining forces with one of the most popular football clubs inside arguably the largest sports simulation title, is a great way for Lucozade Sport to enter into the esports scene. The signing of another well-known brand is also a positive for Hashtag United, with the club continuing to expand its presence within the industry.

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Published at Thu, 21 Jan 2021 12:35:58 +0000

KitKat named main partner of LEC 2021

The League of Legends European Championship (LEC) has named Nestlé chocolate brand, and returning sponsor, KitKat as its main partner for the 2021 season.

Activations will include a continuation of KitKat’s ‘Even the Biggest Champ Needs A Break’ campaign with a 30-second spot entitled ‘MISSION CONTROL’. The deal was brokered by SPORTFIVE, which also produced the new commercial. Financial terms were not disclosed.

KitKat LEC sponsor
Image credit: KitKat

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The new partnership sees Nestlé’s brand commit to yet another esports entity in 2021. KitKat entered the esports scene with a bang in 2019 with partnerships for League of Legends, Dota 2, and Overwatch. In this month alone, the company has secured agreements with Spanish organisation Vodafone Giants and the CBLOL, Brazil’s premier League of Legends competition. 

KitKat explained, via a press release, that ‘MISSION CONTROL’ aims to represent the different characteristics of a gamer all working with and against one another. Some of the characteristics described include working on motor skills, analysing situations, keeping a cool head, and making decisions, among others. The spot will illustrate the internal struggle that gamers face between all of these characteristics, which can only be alleviated by taking a break with KitKat.

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Georg Fischer, Marketing Manager for KitKat in Europe, Middle East and North Africa commented: “Putting a gamer in front of the monitor and placing the brand logo next to it? Anyone can do that. This is why we are following another approach and are kicking off the LEC partnership with a specially produced image spot that brings fun, entertainment and shows the gamer from a ‘different side’.

“We are presenting the gamer multifaced. As a gamer sometimes you struggle with yourself: Should I continue playing after a [losing] streak? Should I think of the team first or my own performance? We create situations that every gamer can relate to and literally jump into the head – the MISSION CONTROL.” |

Ahead of the 2021 LEC Spring Split, which is set to commence tomorrow (January 22nd), the competition retained a variety of its partners with the likes of Logitech G, KIA and Alienware all renewing its deals for the upcoming season. 

Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games commented: “We’re so happy to be signing on again with KitKat as one of our main partners for 2021. We had such a fruitful time together in 2020, with KitKat helping us to deliver some top-level content for our fans. KitKat started with a pilot, initially, with a relatively low level of activity; so it’s incredible that they have recognised the value of our partnership to the extent that they are now one of the major league esports partners across the LEC and local leagues and teams across Europe.”

Esports Insider says: Nestlé is definitely on a roll as the firm secures yet another esports partnership. The company’s chocolate brand joins the LEC at a great time as esports viewership skyrockets under pandemic lockdowns.

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Published at Thu, 21 Jan 2021 10:07:12 +0000

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