Chupa Chups unveils new gaming partnership

Leading lollipop brand Chupa Chups 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 19 January.

The partnership will see Excel’s new Power of Better identity aligning with Chupa Chups’ Forever Fun belief, with both collaborating on social media posts, including player celebrations like birthdays and achievements.

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.”