KitKat Joins Forces with Esports World Cup to Promote Mental Well-being and Tactical Breaks

The Esports World Cup is set to start in a couple of weeks. It will bring together a variety of esports organizations and players to compete in over 20 titles for a slice of a mega prize pool totaling over $60 million.

With that event starting on July 3 and running well into August, the EWC has just confirmed that it is partnering with KitKat to encourage gamers to take a break while watching or perhaps even attending the major event.

This partnership enables us to connect with the next generation of gaming enthusiasts, offering them the breaks they need both in-game and in life, said Robert Helou, CEO of Nestlé KSA. We believe we will deeply resonate with gamers by integrating our 'Have a Break' philosophy into the esports world. This collaboration highlights the importance of taking breaks and prioritizing mental well-being, especially in the high-stress environment of competitive gaming.

We will also see this partnership in effect when tactical pauses are used during the EWC, which will be framed as Having a Break.