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Levi’s and KitKat make esports sponsorship moves

(Photo by Michal Konkol/Riot Games Inc. via Getty Images)

Fashion brand Levi’s has signed as a supplier of the Prime League, the official League of Legends league from Riot Games for all players in Germany, Austria and Switzerland.

The deal was made in collaboration with the Sportfive agency which has helped to create a bespoke esports platform – ‘Esports Collective supported by Levi’s’ – and will work on further activations going forward.

The platform provides a forum for the esports community to exchange views, while providing behind-the-scenes content on the fashion brand and the Prime League.

The Sportfive name was revived in May when the Lagardère Sports and Entertainment was taken over by H.I.G. Europe, an arm of the international private equity and asset management firm.

Lagardère’s rebrand followsed the restructuring of the global leadership team at the agency.

The growing presence of consumer brands in esports was further enhanced this week with the signature of Nestlé brand KitKat as a sponsor of the Last Bounty Hunt, the inaugural Dota 2 event from tournament organiser Blast.

The deal will provide the snack brand with branding and activation opportunities during the tournament, which begins on June 9.

Georg Fischer, marketing manager for KitKat in Europe, Middle East, North Africa at Nestlé, said the brand made its first steps in esports earlier this year – as a sponsor of Riot Games’ League of Legends European Championship – and “were overwhelmed by the positive feedback from fans, teams and partners alike”.

This confirmed the “strong fit” between KitKat and the community, he said.

In another esports move, this time around trading technology, esports organisation Dignitas has expanded its association with the trading firm Susquehanna International Group (SIG).

Under the deal, SIG becomes the Official Team Sponsor and the Exclusive Team Partner in the ‘Global Quantitative Trading Firm and Trading Technology’ sponsorship category.

Susquehanna Private Equity Investments, a member of SIG, is an investor in New Meta Entertainment, the Dignitas organisation’s parent company.

Dignitas’ teams compete across game titles such as League of Legends, Counter Strike: Global Offensive, Rocket League, Valorant and Clash Royale.

As part of the deal, SIG will become the presenting sponsor for a variety of digital and physical activations, including Dignitas’ new social media content series ‘Predict the Draft presented by SIG.’

To support SIG’s internal gaming culture, Dignitas will also host interactive gaming experiences for SIG employees such as meet and greets and opportunities to play against Dignitas pros.

Carl Woodman, managing director of the UK arm of the Sportfive agency spoke to SportBusiness yesterday about the integration of extra Premier League ad inventory, as it plays a leading role in the sale of aggregated LED advertising packages across the English football leagues.