EXCEL ESPORTS Announces Partnership With Chupa Chups

British esports organization EXCEL ESPORTS has announced a partnership with Spanish lollipop brand Chupa Chups. As part of the deal, Chupa Chups will become EXCEL's official League of Legends partner.

As part of the partnership, both parties will collaborate to create an original content series featuring the organization's players participating in League of Legends tournaments. What's more, both EXCEL and Chupa Chups will join forces to develop social media content.

The Chupa Chups logo will also appear on EXCEL's core team and academy jerseys. The partnership isn't the brand's first foray into the esports industry, as Chupa Chups partnered with the Spanish organization Vodafone Giants last year.