Hershey’s continues to dive into esports, this time announcing a partnership with the Los Angeles Valiant in a deal that will see Kit Kat serve as the new official candy of the Overwatch League squad, as well as the entitlement partner for the Kit Kat Rivalry Weekend.
Working with parent company Immortals, the Kit Kat Rivalry Weekend, will run from August 24-25 at LA Live and feature branded activations and events alongside competitive Overwatch League matches. Inside the arena, fans will receive exclusive seating in the Kit Kat Team Lounges separated by team affiliation.
“We are ecstatic to add the Kit Kat brand to the LA Valiant family,” said Ari Segal, CEO of IGC. “Kit Kat is a favorite snack to many of our fans and represents the perfect brand to present Overwatch League’s first ‘Rivalry Weekend,’ a celebration of cities, culture, fandom and fun.”
The brand will now also collaborate with LA Valiant on original digital and social content for fans to experience, and to highlight the partnership.
“We are thrilled to launch our first esports sponsorship with the LA Valiant,” said Chris Kinnard, Senior Brand Manager of Kit Kat. “We can’t wait to be involved in the activities and events throughout Rivalry Weekend while we continue to learn and grow in esports for the Kit Kat brand.”