The Esports World Cup, a multi-title esports tournament series, will be organized by the Esports World Cup Foundation in Saudi Arabia. They have announced their partnership with Nestle’s company-owned chocolate brand KitKat, whose tagline is “Have a Break.” As a result of the deal, two parties will be collaborating on esports activations by prompting Kitkat’s “Have a Break” philosophy.
According to the release of the gaming news, KitKat’s goal is to “connect with competitive and casual gamers” and promote the importance of taking breaks during long gaming sessions with their tagline, “Have a break”.
In addition, the Nestle brand will have a booth that will be running throughout the Esports World Cup, offering spectators a range of their products to enjoy during games.
Robert Helou, the CEO of Nestle KSA, has spoken about the deal: “This partnership gives us the opportunity to connect with the next generation of gaming players. We believe we will deeply resonate with gamers by implementing our ‘Have a Break’ philosophy into the esports world. This collaboration highlights the importance of taking breaks and prioritizing mental well-being, especially in the high-stress environment of competitive gaming.”
However, KitKat is not unfamiliar with the world of esports gaming. In January 2024, they renewed their partnership with ‘Riot Games’ LEC and EMEA Masters tournaments for another three years. The brand has also renewed its deal with GIANTX, an esports organization. Kitkat joins an extensive list of partners for the event, including Multinational conglomerate Sony and Saudi Arabian megaproject Qiddiya.
The Esports World Cup will feature a wide range of games, including League of Legends, Street Fighter 6, EA Sports FC 24, and many more, that will be taking place from July 4th until August 25th, 2024. However, in addition to the tournament, the Esports Awards will also take place on the penultimate night of the Esports World Cup on August 24th. Multiple stakeholders left the panel in response to the partnership following the announcement.
In May 2024, the Foundation chose 30 organizations to participate in the Club Support Program, which will provide six-figure payments to teams determined by meeting specific criteria. The Esports World Cup Foundation is a Saudi Arabian government-funded non-profit organization. Due to the country’s human rights record, the Esports World Cup Foundation has drawn criticism from some stakeholders.
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