Kitkat to Send a Message to League of Legends Fans That Any Time Is a Good One for a Break

Snap off a finger the next time you have night terrors

In what might be a calculated attempt to convince the world that a certain four-fingered chocolate bar has been around since every castle had custom-built turrets and elder dragons roamed the earth, KitKat has announced a partnership with the League of Legends European Championship.

The next time you’re watching a battle on Summoner’s Rift, you’ll see the name KitKat emblazoned on the banners flying in the background.

All breaks and pauses will also be presented by the brand that suggests you “Have a Break… Have a KitKat” whenever possible, subliminally suggesting the confection is great for breakfast, lunch, and dinner, and as an effective relief aid from 3 a.m. night terrors sparked by the Rift Herald.

Today’s partnership is part of a branding initiative announced at the end of last month by LoL developer Riot Games in advance of Summer Split competition.

Fans watching the battlefield action on Summoner’s Rift will see medieval-looking banners stamped with the logos of corporate partners. Players won’t see them.

LEC actions kicks off Friday (June 12), with competition between G2 Esports and MAD Lions.

Mike Usinger once took the better part of two years to finish Grand Theft Auto. Over the course of his career he has written about everything from eSports to music to movies to travel.

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