Los Angeles Valiant and Kit Kat announce new sponsorship agreement

Olivia Richman • May 27, 04:00

The Los Angeles Valiant is being sponsored by candy brand Kit Kat. 

The veteran Overwatch League team will be collaborating with Kit Kat to produce digital and social content.

The Nestle brand= chocolate bars will also introduce fans to the new Kit Kat Rivalry Weekend, hosted by the Los Angeles Valiant. Taking place outside of the LA Live arena, this event will be part of the Homestand series on August 24 and 25. Kit Kat Rivalry Weekend will feature planned activities and the Kit Kat Team Lounge, which will offer exclusive seating sections for fans of each competing team. 

The Los Angeles Valiant released a video on Facebook that invites fans to sign up for a meet and greet as well. 

This is Kit Kat’s first foray into esports. The deal was negotiated by Hershey’s, who own the license to 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,” Kit Kat senior brand manager Chris Kinnard stated. 

Recently, a number of surprising sponsors have gotten involved in the Overwatch League. Right before the last Homestand Weekend in April, the Overwatch League itself announced three major events throughout the season to be sponsored by Bud Light. Coca-Cola also signed a multi-year deal with the OWL in February. Houston Outlaws now have a sponsorship from H-E-B, a grocery store chain based in Texas. 

The Overwatch League, and the entire esports industry, are continuing to grow rapidly. This year, esports industry revenue will reach $1.1 billion, making for a year-to-year growth of 26.7 percent. A little over 80 percent of that total market revenue will come from endemic and non-endemic brand investments. This includes media rights, advertising, and sponsorships. 

 The Los Angeles Valiant had a disappointing start to Season 2. Their first mach of Stage 3 will be on Thursday, June 6 against the much-improved Shanghai Dragons. 

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