EXCEL Esports, a British competitive gaming culture brand, announced its partnership with Chupa Chups, a Spanish confectionery brand owned by Perfetti van Melle.
The partnership sees Chupa Chups become the Official Candy Partner for EXCEL’s League of Legends lineup which competes across both the Northern League of Legends Championship and the League of Legends European Championship.
Through this partnership, EXCEL’s new Power of Better Identity will be better aligned with Chupa Chup’s Forever Fun belief. This encourages everyone to keep their childish spark alive for all time.
The partnership with EXCEL and Chupa Chups will involve the creation of a fun content series named ‘Sweet or Yeet,’ which involves EXCEL’s League of Legends players being asked quick questions where they’ll either be rewarded with a sweet treat for giving the right answer, or being asked to eat something disgusting for getting a wrong answer.
EXCEL and Chupa Chups will also work on social media posts together, including celebrations and League of Legends birthday assets. The Chupa Chups logo will also be featured on both the BTXL and LEC player jerseys which will be released in the next couple of weeks.
“We are very excited to partner with such a globally recognized brand in Chupa Chups, a business we naturally align well with given the fun and youthful nature of both our organizations, 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,” Robin McCammon, EXCEL chief commercial officer, said.
“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,” he added.
Meanwhile Eva Karkoni, International Brand Manager at Chupa Chups also commented on the partnership, saying:
“We are thrilled to have found a partner in EXCEL ESPORTS, an organization 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 favorite 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.”