The LCS, Riot Games’ franchised North American League of Legends competition, has secured a partnership with snack brand PAGODA Snacks.
For the remainder of the 2024 LCS season, PAGODA Snacks will be integrated into LCS broadcasts through a ‘Let Him Cook’ segment that spotlights plays and moments of the day.
As LCS’ ‘Official Egg Roll’, the snack brand will also take part in activations, product drops and giveaways. Moreover, PAGODA Snacks’ broadcast integrations include the ‘Put the Egg Rolls In’ Tech Pause, which will appear when games are paused.
In a press release, Riot Games announced that the PAGODA Snacks partnership will last until 2026. It was also teased that additional PAGODA Snacks activations, like drops and promotions, will occur throughout the partnership.
PAGODA Snacks joins Kia America as a partner of the LCS. Kia became the first-ever sponsor to be featured in LCS’ Summoner’s Rift multi-lane camera view.
Currently broadcasting its Spring Split, the LCS underwent a range of changes for the 2024 season. This includes the league reducing its number of franchises from 10 to eight, the LCS announcing a new Commissioner and the competition moving from weekdays back to weekends.
The competition was also impacted by Riot Games’ recent layoffs, which impacted 11% of the company’s workforce.
The 2024 Spring Split finals will be held at the Riot Games Arena in Los Angeles following the decision to reduce its amount of roadshows.
Mark Zimmerman, LCS Commissioner, commented on the partnership: “We’re thrilled to have PAGODA® Snacks join the LCS as our newest partner and further as the ‘Official Egg Roll’ of the League Championship Series.
“There’s no better food to fuel our fan experience than egg rolls and I know LCS fans will be hyped to add PAGODA® Snacks to their go-to snack lineup.”