London-based esports group EXCEL Esports has partnered with Spanish confectionery firm Perfetti van Melle’s Chupa Chups model.
Monetary phrases of the deal weren’t disclosed.
Chupa Chups turns into the “official sweet companion” of EXCEL’s League of Legends European Championship (LEC) staff and can work carefully with the group to create a content material collection referred to as “Candy or Yeet” that can grill gamers with quickfire questions. Gamers that reply appropriately will get one thing tasty, whereas people who get it unsuitable might be made to eat one thing disagreeable.
Each organizations may even work on social media content material, and the Chupa Chups emblem may even be featured on each the LEC and BTXL participant jerseys.
The EXCEL deal marks the second partnership the model has signed with an esports group; in April of 2020 Chupa Chups teamed up with Spain-based Vodafone Giants.