This week in esports: Kappa, KitKat, Levi’s, Puma, Samsung

As always, we’ve rounded up the biggest and best stories from the past week so you can stay abreast of the industry’s biggest happenings. This week in esports saw Kappa partner with MAD Lions, KitKat forge two deals, Levi’s enter esports, Puma sponsor Gen.G, and Samsung enter a deal with LCS.

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MAD Lions gears up with Kappa partnership

Spanish brand MAD Lions, owned and operated by OverActive Media, entered a partnership with Italian sportswear brand Kappa.

The deal will see MAD Lions’ teams in League of Legends’ LEC and Superliga Orange, as well as Counter-Strike: Global Offensive’s Flashpoint, wear Kappa apparel.

Read the full article here.

BLAST Bounty Hunt finds sponsor in KitKat

BLAST Bounty Hunt, the inaugural Dota 2 event from tournament organiser BLAST, received sponsorship from Nestlé brand KitKat.

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

Read the full article here.

LEC doubles down on partnership with KitKat

Riot Games retained Nestlé brand KitKat as a partner of its European league, LEC, for the upcoming Summer Split.

The Nestlé brand will continue to feature during breaks and pauses in LEC’s broadcast, but it will also be advertised through the newly-announced in-game banners.

Read the full article here.

Prime League gets stylish with Levi’s partnership

DACH region League of Legends competition Prime League established a partnership with American clothing company Levi’s.

The clothing company has launched the “Esports Collective supported by Levi’s” in an effort to bring the community together and “give them a voice.” The nature of the partnership will mostly comprise of digital activations, though a release states that more details will come at a later date on this front.

Read the full article here.

Gen.G Esports establishes partnership with Puma

Multinational organisation Gen.G Esports established a partnership with German athletic clothing brand Puma.

The deal will see Gen.G Esports and Puma work on “new [merchandise], collaborations, and experiences.” It’s said that all of the organisation’s players and content creators will receive Puma merchandise, though exact terms of the partnership – in terms of financials and its duration – have not been disclosed at the time of writing.

Read the full article here.

LCS levels up for the summer with Samsung deal

Riot Games brought in South Korean multinational conglomerate Samsung as a partner of the LCS for its Summer Split.

The deal will see all LCS players use computers that are powered by Samsung solid-state drives. The partnership will also be activated through the “Samsung SSD Fast Five” segment, a new addition to the LCS broadcast that “tracks week-to-week how quickly players reach key milestones in each position.”

Read the full article here.