Highlights
- KitKat joins Riot Games as an Official Partner for VCT EMEA 2026, expanding its esports presence beyond League of Legends.
- The deal integrates the "Have a Break" slogan into broadcasts to energize fans during tactical timeouts and match downtime.
- The 2026 season features a Kickoff in Berlin and Stage 2 Finals in Madrid with exclusive on-site fan perks.
Riot Games has officially confirmed a major new partnership for the 2026 season, bringing Nestlé’s KitKat on board as an Official Partner for both the VALORANT Champions Tour (VCT) EMEA and Game Changers EMEA. While the chocolate brand has been a staple in the League of Legends scene since 2020, this marks the very first time KitKat has partnered with Riot for a VCT event. The collaboration is designed to expand the brand's support beyond the Rift and into the tactical shooter ecosystem, ensuring that the signature "Have a Break" vibe becomes a core part of the Valorant viewer experience across Europe.
The heart of this deal is all about filling the downtime during broadcasts. We all know how tense a match can get, and KitKat aims to "power" those in-game breaks with entertaining content. According to the official press release, the goal is to help players "catch their breath" and reset between rounds. Whether it is a halftime switch, a tactical timeout, or one of those stressful technical pauses, viewers can expect KitKat-themed segments, fun advertisements, and exclusive content designed to keep the energy high after every spike plant and overtime battle.
Madrid Finals and the 2026 Season Roadmap
For fans planning to attend live events, the partnership brings some exciting perks, particularly for the VCT EMEA Stage 2 Finals, which are now confirmed to be taking place in Madrid. Attendees at the Spanish venue can look forward to branded thundersticks, fan signs, and exclusive event kits to help cheer on their teams. The brand plans to organize various fan-focused activities at the venue.
Speaking of the season schedule, the 2026 VCT EMEA Kickoff is set to begin on Jan 20 and run through Feb 15, 2026, at the Riot Games Arena in Berlin. This opening tournament will feature 12 teams, 10 partnered organizations, plus two Ascension teams, battling through a triple-elimination bracket, as reported by Esports Insider.
The stakes are high right out of the gate, with three slots on the line for the first international event of the year, VALORANT Masters Santiago. Riot has also revealed that the format for the wider season will see changes, with the Stage 2 tournament introducing a new "Play-Ins" stage. All the action will be streamed live on the official VCT EMEA Twitch and YouTube channels.
This move solidifies KitKat's position as a heavyweight non-endemic sponsor in esports. They aren't just visiting but have also put down roots. In 2024, Riot extended its League of Legends deal with KitKat for another three years, covering the LEC, EMEA Masters, and Regional Leagues through 2026. Now, they join a robust VCT roster that includes multi-year collaborations with Red Bull and Sony INZONE, ensuring the 2026 season is fully fueled from day one.
