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Call of Duty signs multiple sponsors for new league, League of Legends adds KitKat

(Photo by Robert Reiners/Getty Images)

The Activision Blizzard-owned Call of Duty League has added several sponsors ahead of its inaugural season.

One of these is Astro Gaming, which extends its sponsorship through the 2022 season as the official headset and MixAmp of the Call of Duty League. Astro Gaming was previously the official complete audio solution for the Call of Duty World League, which has been replaced by the new league.

As part of Astro’s deal, its headsets and mix-stage will be present on the main stage of all events. It will also sponsor the Call of Duty League season MVP award, as well as a new video content series for the competition.

Gaming controller creator SCUF Gaming also extends its association with Call of Duty League until the end of the 2021 season. It will produce special edition controllers for each of the twelve franchise teams which will compete in it. In addition, it will activate throughout league events and continue its sponsorship of the Behind the Controller documentary short series.

Energy drink MTN DEW AMP GAME FUEL and video game giants PlayStation have also built on past associations with Call of Duty Esports by signing agreements with its new league. The MTN DEW deal will run until 2022.

PlayStation becomes the official platform of the league and the presenting sponsor of Call of Duty Challengers, its associated amateur competition. As part of this, it will gain a presence across video and online content.

The Call of Duty League will also be sponsored by the US Air Force in a one-year deal. On-site activation at events will offer fans the opportunity to experience a flight simulator. The military organisation will also sponsor the pregame ‘match metrics’ broadcast feature’.

Alongside these agreements, two supplier contracts for the league were announced.

Sports apparel company OuterStuff will produce official player kits and fan apparel for the 2020 season. Retro sports brand Mitchell & Ness will provide licensed headwear to each of the team’s throughout the campaign.

The first edition of The Call of Duty League kicked off on January 24 in Minneapolis, Minnesota. It involves 12 teams from across Europe and North America, with each of these hosting a ‘’home series’ weekend during the season.

Elsewhere in esports, video game developer Riot Games has added Nestlé-brand chocolate bar KitKat as a sponsor to its League of Legends European Championship Spring Split esports tournament.

In alignment with its famous ‘have a break, have a KitKat’ slogan, the brand will be the Official Breaks and Pauses Presenter of the LEC Spring Split league.

Alongside this, the deal will include several other activations which will be announced at a later date. Alban Dechelotte, head of sponsorships and business development at Riot Games Europe, said: “We’re thrilled to count among our partners a brand as culturally relevant as KitKat.’’

The 2020 LEC Spring Split began on January 24 in Riot Games’ Berlin studio.