KitKat sponsors VCT EMEA and Game Changers 2026 season

Riot Games expanded its longrunning partnership with Nestlé’s KitKat to cover VCT EMEA and VCT Game Changers EMEA for the 2026 season, bringing branded moments and fan-facing activations to the region’s Valorant ecosystem. The move places KitKat across broadcasts and live event floors, aiming to increase fan engagement with lighthearted segments and arena experiences.

Under the agreement, KitKat branding will appear in broadcast break and halftime segments, during tactical timeouts and pause moments, and in on-site activations such as merchandise and signage. Those elements are set to debut as part of VCT EMEA Kickoff events running January 20 through February 15, giving viewers and attendees an early look at how the sponsor will integrate into match day production and fan zones.

This expansion builds on KitKat’s previous involvement in European esports, including partnerships with the LEC and EMEA Masters, and signals a continued push by mainstream consumer brands into regional Valorant coverage. For viewers, the most immediate impact will be during regular broadcast interruptions: expect branded interstitials and themed content that lean toward lighter, snackable entertainment rather than in-depth analysis. For people attending live events, the presence of branded merch and signage will be more visible in concourses and fan areas.

Game Changers EMEA stands to gain particular visibility from this sponsorship. Bringing a mainstream global brand into the women and marginalized players circuit can help normalize commercial investment in those events and widen exposure for teams and talent. That could translate to fuller arenas, stronger production budgets, and more opportunities for players to connect with fans through meetups and activations.

Practically, fans planning to watch Kickoff or attend events should look for new branded segments during halftime and tactical pauses, and keep an eye on merchandise booths for limited items. Broadcasters may use the sponsorship to test short-form, audience-first content that could carry through the regular season.

The deal also underscores the broader trend of consumer packaged goods finding value in esports’ younger, engaged audiences. For the VCT community, the immediate takeaway is simple: more on-screen moments and arena activations to break up matches and boost fan interaction. Over the season, the partnership will be one to watch for whether it shifts how sponsors activate across tiered competitions and how Game Changers events are packaged for broader audiences.