EXCEL ESPORTS partners Chupa Chups. British competitive gaming culture brand EXCEL ESPORTS announced today a partnership with Spanish confectionery brand Chupa Chups.
Under the partnership, Chupa Chups will become the Official Candy Partner for EXCEL’s full League of Legends roster which competes across both the League of Legends European Championship and the Northern League of Legends Championship. The partnership will also help align EXCEL’s new Power of Better identity with Chupa Chups’ Forever Fun belief.
Additionally, the collaboration sees both firms working closely together on a fun content series called Sweet or Yeet. This involves EXCEL’s League of Legends players being asked quickfire questions and either being rewarded with a sweet treat for answering correctly, or being asked to eat something gross if they get the answer wrong.
Both parties will also collaborate on social media posts, including celebrations and League of Legend happy birthday assets. The Chupa Chups logo will also be featured on both the LEC and BTXL players jerseys due to be launched in the coming weeks.
Robin McCammon, Chief Commercial Officer, EXCEL shared “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”.
“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,” said Eva Karkoni, International Brand Manager at Chupa Chups.