Kit Kat is “break”ing into esports as the new official candy sponsor of Overwatch League team the Los Angeles Valiant.

The partnership will involve the creation of original digital and social content for fans of the team. Kit Kat also acquired naming rights to the LA Valiant’s Rivalry Weekend — part of the Overwatch League’s Homestand series — which will now be called the Kit Kat Rivalry Weekend.

The Kit Kat Rivalry Weekend will be held on August 24-25 at the Novo by Microsoft at LA Live, and will feature Kit Kat-related activities and events running alongside the LA Valiant’s league matches. These will include the Kit Kat Fan Fest for fans outside the arena and exclusive seating in Kit Kat Team Lounges for those watching the matches.

“We are ecstatic to add the Kit Kat brand to the LA Valiant family. Kit Kat is a favorite snack to many of our fans and represents the perfect brand to present Overwatch League’s first ‘Rivalry Weekend,’ a celebration of cities, culture, fandom and fun,” said Ari Segal, CEO of Immortals Gaming Club (IGC), the parent company of the LA Valiant.

“We can’t wait to be involved in the activities and events throughout Rivalry Weekend while we continue to learn and grow in esports” added Chris Kinnard, senior brand manager of Kit Kat.