UK-based esports organisation EXCEL ESPORTS has announced a partnership with Spanish lollipop brand Chupa Chups.
As part of the deal, Chupa Chups will become the official candy partner of EXCEL’s League of Legends roster.
RELATED: EXCEL ESPORTS unveils Tottenham Hotspur player Dele Alli as global ambassador
The partnership will see the two parties collaborate on an original content series involving the organisation’s League of Legends players. Moreover, both EXCEL and Chupa Chups will join forces on a number of social media posts.
Robin McCammon, Chief Commercial Officer at EXCEL ESPORTS, commented on the partnership: “We are very excited to partner with such a globally recognised brand in Chupa Chups, a business we naturally align well with given the fun and youthful nature of both our organisations, industries and audiences.
“It’s always fantastic to work with non-endemic brands that appreciate the culture of our industry and we’ll work with Chupa Chups to create engaging, fun content that works for both our audiences. At EXCEL ESPORTS we are always striving to be better and we are excited to kick off 2021 with a partnership which helps further build on our vision.”
RELATED: Vodafone Giants picks up Chupa Chups partnership
Chupa Chups’ logo will also feature on the jerseys of EXCEL’s LEC and academy team. This partnership isn’t the lollipop brand’s first foray into the esports industry, as Chupa Chups entered into a partnership with Spanish organisation Vodafone Giants last year.
Eva Karkoni, International Brand Manager at Chupa Chups, spoke on the deal: “We are thrilled to have found a partner in EXCEL ESPORTS, an organisation that shares many of the same values and audience, with both youth and fun in our core identities.
“The partnership was long-awaited given the numerous times our consumers have said that lollipops are the favourite sweet to enjoy while playing. We are excited and looking forward to working closely with EXCEL ESPORTS by making fun and engaging content that our audience will surely love.”
Esports Insider says: Having entered the space in 2020, Chupa Chups joining forces with EXCEL ESPORTS is certainly a significant step forward as the brand looks into new marketing avenues. For both parties, the partnership looks to be a sweet deal.