PAGODA Snacks Named Official Egg Roll of LCS

Riot Games has entered into a multi-year partnership with Schwan’s Company, naming PAGODA Snacks the official egg roll of the League Championship Series (LCS) in North America. The agreement, which extends through 2026, integrates the snack brand into the professional League of Legends ecosystem through various broadcast segments and fan-facing initiatives. While the specific financial terms of the deal remain undisclosed, the partnership represents a strategic expansion of the LCS sponsorship portfolio alongside existing partners such as Kia America and Mastercard.

The collaboration focuses on high-visibility broadcast integration and audience engagement. PAGODA Snacks will be featured in dedicated segments, including a “Let Him Cook” feature highlighting top player performances, as well as a “Put the Egg Rolls In” tech pause segment. Beyond broadcast presence, the brand will participate in product drops, giveaways, and various activations throughout the 2024 season to increase consumer engagement within the competitive gaming community.

This partnership occurs as Riot Games shifts its operational strategy for the LCS, which includes a reduction in roadshow events and a consolidation of the Spring Split Finals at the Riot Games Arena in Los Angeles. By securing a long-term commitment from a consumer packaged goods brand, the league continues to diversify its commercial revenue streams despite broader adjustments to its live event schedule.