Connect with us
SOFTSWISS

eSports

KITKAT BECOMES MAIN PARTNER OF THE LEC 2021 AND LAUNCHES “MISSION CONTROL” WITH SPORTFIVE

Published

on

KITKAT BECOMES MAIN PARTNER OF THE LEC 2021 AND LAUNCHES “MISSION CONTROL” WITH SPORTFIVE
Reading Time: 3 minutes

 

KitKat extends its partnership with the Esports League of Legends European Championship (LEC) as Main Partner for 2021. Global sports business agency SPORTFIVE secured the deal and produced a hero commercial for the kick-off.

After enabling KitKat’s first and successful experience within the esports ecosystem last year, sports business agency SPORTFIVE again is the chocolate brand’s esports lead agency of choice and delivers an integrated and comprehensive solution for KitKat: From facilitating and concluding the rights deal over consulting to the execution of final activation, ranging from campaigning and producing the new commercial to social media content and sweepstakes.

As one of the most iconic chocolate brands in the world, KitKat offers the perfect opportunity to lean back and enjoy breaks from the League of Legends European Championship actions. All gaming and esports activations reflect KitKat’s DNA: humorous, empathic and unpretentious. Under the claim “Even the Biggest Champ Needs A Break” the brand is picking up typical gamer situations, linking it to what the brand stands for: relaxing breaks that bring a smile, especially in situations where gamers feel tilted.

As part of the extended partnership in 2021, SPORTFIVE created a sub campaign around the claim “Even the Biggest Champ Needs A Break” and produced a 30 seconds hero commercial with the title “MISSION CONTROL”, extending the story around gaming breaks being a crucial part of a gamers lifestyle.

“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 loose 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” | Georg Fischer, Marketing Manager for KitKat in Europe, Middle East and North Africa

KitKat is leaving space for every distinctive character trait of a gamer, giving each characteristic a brief but memorable stage to shine: SKILL is responsible for motor skills, REASON for analyzing situations neutrally. MIND is the brain and INTELLIGENCE keeps a cool head and always makes the right decisions. And then we have EGO – a character that does not contribute much to the team effort but is indispensable for gamers. When a team is not working together as planned, the only thing that helps is bringing relaxation into the chaos through a break, enjoying KitKat chocolate and getting a new perspective. After this break every gamer will find the balance that can lead to victory. More episodes and side stories will be gradually launched on various social media platforms.

“The extension and the associated upgrade of KitKat in the LEC as Main Partner fully pays off the success of the partnership as well as the activations to date. Together with KitKat, we want to communicate the positive side of breaks with a wink and focus on the fun in and out of the community. We are starting the new year with MISSION CONTROL and still have a lot of plans for KitKat in 2021” | Eike Gyllensvärd, Executive Vice President Global Esports Partnerships at SPORTFIVE

“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,” says Alban Dechelotte, Head of Sponsorships & New Business EU Esports at Riot Games. “KitKat started with a pilot initially, with a relatively low level of activity; so it’s incredible that they have recognized 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

Mercedes’ Jarno Opmeer in pole position to retain World Championship crown in three-way title race for 2021 F1 Esports Series Pro Championship

Published

on

Mercedes’ Jarno Opmeer in pole position to retain World Championship crown in three-way title race for 2021 F1 Esports Series Pro Championship
Reading Time: 3 minutes

 

Reigning champion Jarno Opmeer will go into going the Grand Final of the 2021 F1 Esports Series Pro Championship presented by Aramco leading the Drivers’ Championship, ahead of Lucas Blakeley and Frede Rasmussen, after this week’s thrilling Event 3. Just as the real-life Constructors’ Championship is finely poised, Mercedes and Red Bull are neck and neck in the Teams’ title fight, after the latest trio of races.

Event 3 began with drivers taking to Portimao, for the first time in Pro Championships history, to battle the ‘rollercoaster’ circuit, with its huge undulations and fast straights. Blakeley had a front row seat from off, starting P1 on the grid and dominating the field throughout, racing clear of the chasing pack and only relinquishing the lead when he came into pit, as he continued to show his championship credentials. Rasmussen showed why he is also a strong contender for the crown, with an impressive performance on the alternative strategy, as he made his way through the field on the soft tyres towards the end to pick up an important second place finish for both his own title ambitions, and Red Bull’s. Fabrizio Donoso turned a great qualifying session, starting P4, into a second podium finish of the year for Alpine, rounding off the top three.

Mercedes were able to hit back as attentions turned to Zandvoort, as Dani Moreno took his maiden victory in the F1 Esports Series Pro Championship, ahead of Rasmussen, who scored his second P2 finish in a row. The pair had tussled for the lead throughout, as Rasmussen took the lead on Lap 1, but it was Moreno who prevailed late on taking P1 in the latter stages of the race, and withstanding the pressure from the following group. Blakeley secured another podium finish, his fifth of the year, with third place and Bari Boroumand continued his fine form in his debut season with McLaren, having secured pole in Zandvoort, and finishing just outside the podium places in P4.

Opmeer, who finished P7 and P6 in the previous races respectively, fought back with a huge victory at the Circuit of the Americas to reclaim top spot in the Drivers’ Championship, and make it back-to-back wins for Mercedes. Rasmussen made it a hat-trick of personal podiums in Event 3, with a P2 finish, putting him only eight points back from Opmeer in the standings. Nicolas Longuet secured his first podium since Round 1, whilst title contender Blakeley managed P6, adding crucial points to his tally and just five points off Opmeer.

It is still all to play for as we look towards this year’s Grand Final, which will take place on 15-16 December, and will feature races at Imola and Mexico, before the final race in Brazil, which has played host to many title deciders during the illustrious history of F1.

Drivers are continuing to race remotely from their homes or team facilities, as they did in the 2020 season, but the hugely popular competition continues to broadcast from the Gfinity Esports Arena in London. Following the same Event format as recent campaigns, teams battle it out on the official F1 2021 video game, developed by Codemasters, with the live shows are streamed online via official channels of Formula 1 on Facebook, YouTube, Twitch and Huya, as well as broadcast on television via select international broadcast partners.

F1 Esports events have achieved over 40 million views across TV and digital, in the last 18 months, and this popularity led to a record number of people attempting to be a part of this year’s Pro Exhibition, with almost half a million taking part in qualification. Qualification for next year’s competition is now open through a challenge in the official F1 2021 video game, with the second event live until 30th November.

 

Continue Reading

eSports

GTRACING Enters into Partnership with Manchester City

Published

on

Reading Time: < 1 minute

 

Manchester City has signed a new partnership with one of the leading brands of gaming chairs, GTRACING. The partnership will see GTRACING become the Official Gaming Chair Partner of Manchester City’s esports operation and players.

Manchester City’s esports players and GTRACING will collaborate on various content and fan engagement activations throughout the partnership, in addition to the brand featuring across a number of Club digital assets. The parties will also release a line of co-branded gaming chairs.

“We’re delighted to welcome GTRACING as a partner of Manchester City Football Club’s Esports team today. As a Club, we are dedicated to providing authentic esports experiences for our fans and I am pleased that GTRACING will be joining us on this journey as we continue to find new ways to engage with our fans within this space,” Gavin Johnson, City Football Group’s Media Director, said.

“The integration of traditional sports and esports is the inevitable development of the times, and it is also the core growth project of GTRACING. We are very glad to be able to provide fans with a unique competitive experience through this innovative partnership with Manchester City. Gaming chairs are very important to the esports experience. GTRACING will be committed to focusing on optimizing product innovation to fully meet user needs,” GTRACING founder Aaron Wu said.

Continue Reading

eSports

Global Esports Federation Announces Creative Group Helmed by Global Cohort of Creative Directors

Published

on

Reading Time: 2 minutes

 

At a time of dynamic creative expressions across genres and multimedia platforms, the Global Esports Federation announces the GEF Creative Group, leading the way for inclusive experiences that connect esports, arts, culture, and entertainment.

Helmed by a line-up of acclaimed creative professionals from the world’s creative community, the GEF Creative Group will provide a forum to shape the GEF’s thinking and initiatives in the creative realm.

The cohort of Creative Directors includes Beatrice Chia-Richmond (Singapore), Chad Knight (US), Catherine Ugwu MBE (UK) and Levent Erden (Turkey).

“Esports is a natural marriage of technology, stunning visuals, competition, all great ingredients for an immersive and entertaining show. Working as Creative Director on the Singapore 2021 Global Esports Games ceremonies has also enabled hyper-connections with the vast global community of the GEF, and this has been particularly exciting,” Beatrice Chia-Richmond said.

“I’m honored to be appointed to the GEF Creative Group, to be among creatives who champion inclusivity and honor the traditions and diversity of players and athletes. I’m excited to be a part of the future of esports, in which technology fosters the intersection of mental and physical agility,” Chad Knight said.

“Having led creative teams on every continent on earth for the Olympic movement, nations, communities and global brands and projects, I am excited to bring that network and expertise to the dynamic esports community across the planet, into the metaverse, and beyond,” expressed Catherine Ugwu MBE.

“Creativity lies at the heart of humankind. Our ability to look inward and show the world the enormous potential of the powerful creative community of esports acts as a beacon for young people. Connecting people, cultures, and places through innovative technology and entertainment is a great opportunity that the Global Esports Federation brings to life,” Levent Erden said.

Paul J. Foster, CEO of the GEF, expressed his excitement on establishing the GEF Creative Group that will inform and guide the connection between gamers and creatives as the collective metaverse takes flight. With less than a month to the Singapore 2021 Global Esports Games, the Creative Group has been active in supporting the direction for GEG2021 as the GEF’s flagship event comes to life.

Continue Reading
Advertisement
NSoft
Advertisement
EvoPlay
Advertisement
Kasyno Online na HEX Polska

Subscribe to our News via Email

Enter your email address to subscribe to our news and receive notifications of new posts by email.

Trending

Notice for AdBlock users

We are constantly showing banners about important news regarding events and product launches. Please turn AdBlock off in order to see these areas.