The University e-League (UEL), a recently-launched collegiate esports league in Malaysia, announced on Monday (14 June) that KITKAT CHUNKY will be the main sponsor and official Power Up Partner for its inaugural season.
The UEL recently opened its registration to aspiring esports teams from universities all across Malaysia to compete in four game titles, including Dota 2, League of Legends: Wild Rift, and Mobile Legends: Bang Bang.
The UEL features a combined prize pool of RM20,000 (or over US$4,800) and will consist of two stages of competition, starting with a qualifier stage that will pave the way for the grand finals from 9 July to 15 August.
KITKAT’s sponsorship of the UEL marks the brand's first venture into the Malaysian esports scene.
The KITKAT brand has previously invested in esports through partnerships with esports leagues and teams including the League of Legends European Championship (LEC) and the Los Angeles Valiant of the Overwatch League.
“Being part of a world that is constantly progressing and evolving, it is often a challenge to recognize the importance of taking well deserved moments of break,” Tiffany Tan, Consumer Marketing Manager, Confectionery Business Unit at Nestlé (Malaysia) Berhad, said in a press release. "KITKAT CHUNKY acknowledges the challenges that young Malaysian gamers go through; not just in-game, but also life as a gamer in general."
“We are thrilled to have KITKAT CHUNKY as our Official Power Up Partner for the University e-League. In alignment with UEL’s vision and mission, we are delighted to join hands with the brand on a journey to empower young gamers and create meaningful opportunities for students and esports enthusiasts in Malaysia," added Adrian Gaffor, Head of Business Development at UEL.
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