Chupa Chups, the global number one lollipop brand[1], has announced a new year long link-up with esports organisation EXCEL ESPORTS which sees the brands work together on an exclusive content series as the gaming league begin from 19th January.

The partnership aligns EXCEL’s new Power of Better identity with Chupa Chups’ Forever Fun belief, that encourages everyone to keep their childish spark alive throughout their life. Both parties will collaborate on social media posts, including player celebrations like birthdays and achievements and the Chupa Chups logo will also be featured on both the LEC and BTXL players jerseys which are due to be released in the coming weeks.

Sally Fenton, Brand Manager at Chupa Chups, said: “We are thrilled to have found a partner in EXCEL ESPORTS, an organisation that shares many of the same values and audience, with both youth and fun in our core identities. The partnership was long-awaited given the numerous times our consumers have said that lollipops are the favourite sweet to enjoy while playing!”

Robin McCammon, Chief Commercial Officer, EXCEL, said: “We are very excited to partner with such a globally recognised brand in Chupa Chups, a business we naturally align well with given the fun and youthful nature of both our organisations, industries and audiences. It’s always fantastic to work with non-endemic brands that appreciate the culture of our industry and we’ll work with Chupa Chups to create engaging, fun content that works for both our audiences.”

Given the popularity of gaming and esports, retailers are encouraged to stock up on Chupa Chups best-sellers to meet increased demand ahead of the partnership.

[1] Euromonitor 2019

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