What is a "Tournament Kit" event?

A local game store is promoting a couple "Tournament Kit" events for some LCG's like Game of Thrones. What does that mean? I get that there is some form of tournament but what does the kit refer to?

It's a product from FFG with promo cards or tokens that the shop has to buy. They give out the contents then to players (either as rewards for winning, rewards for participation, or most likely both).

There's stuff like alternate art cards and acryllic tokens. They're sought after by collectors and some go for quite a bit second hand.

FFG Tournament kits also include playmats. Which are of a pretty good quality and tend to have good art. You'll need to win to take one, though