The Bulgarian Volleyball Federation has a new partner for the 2026 European Championship matches in Sofia. The chocolate brand KitKat will join as a sponsor of the tournament for Bulgaria, with its presence primarily associated with breaks during the matches.

The company presents the partnership as an attempt for the brand to associate with volleyball through its well-known "break" concept. The focus is on moments outside the game itself – breaks between sets, timeouts, and time before and after matches, which are also part of the emotional experience for the audience in the hall.

Volleyball is a high-intensity sport where the tension doesn't disappear even when the game is paused. The anticipation between rallies is often just as intense as the points themselves. These very moments will be the zone of visibility for the new partner during the matches in Sofia.

KitKat emphasizes that through this collaboration, the brand is purposefully entering the volleyball environment in Bulgaria for the first time, doing so with a desire to support Bulgarian sports and its audience. According to the company, the partnership is primarily aimed at a younger audience, but also at traditional fans for whom volleyball is more than entertainment.

EuroVolley 2026 is expected to be among the largest sporting events on the continent for the year. The tournament will bring together leading European teams, and Bulgaria will once again be part of the main stage. The national team enters the championship with the confidence of a team with a long history, significant successes, and an established presence in European volleyball.

The Bulgarian Volleyball Federation defines the partnership as part of a broader strategy for the development and popularization of the sport. According to the federation's management, such collaborations help both in organizing major forums and in increasing interest in volleyball in the country.

As a national partner for Bulgaria and the official chocolate brand of EuroVolley 2026 in the country, KitKat will be present at the tournament through various activities during the matches in Sofia, primarily aimed at the audience in the hall and the experience surrounding the game itself.
photo: Nikolay Varadinov