Nestle confection brand Kit Kat has partnered with theScore, adding a branded segment to the sports company’s eSports podcast series.

Called “Kit Kat in the Queue,” the weekly series segment features interviews with personalities like eSports caster James Chen. Each week the eSports celebrities will talk with hosts from theScore about what they do to unwind when they’re not gaming. This taps into the ongoing Kit Kat messaging of taking a break.

Nestle’s agency of record is Maxus and creative was done by OneMethod in partnership with theScore.

Mark Hewitt, business lead at OneMethod, said the idea to partner with theScore came from seeing an abundance of in-depth content around the eSports games and tournaments, but a lack of storytelling about the people behind the personas.

New weekly segments of “Kit Kat in the Queue” can be found in theScore’s weekly podcast, distributed across theScore eSports’ channels and embedded on certain Kit Kat properties.

Household name media companies and brands have been slowly signing on with the eSports market in Canada in 2017. Earlier this year Super Channel announced it had partnered with Ginx eSportsTV to launch a new 24-hour e-sports and competitive gaming channel in the market. Sportsnet signed with major esports league ESL in May to air content across its broadcast and digital channels.