São Paulo-based food brand Sadia has introduced a new range of frozen products inspired by League of Legends (LoL), as part of its sponsorship of LTA South, the official Riot Games-run tournament. The limited-edition product line features packaging adorned with iconic LoL characters and is designed to appeal directly to the gaming community.
According to a press release, the company relied on a research showing that over half of gamers consume food or drinks while playing, with 57% favouring fast food options. Sadia then has adapted some of its ready-to-eat frozen snacks to align with the preferences of this demographic. The packaging is designed to be collectible, with perforated sections allowing fans to save and display their favourite champions.
The new product line was unveiled at the latest stage of the LTA South, held on 9 and 10 August at the Riot Games Arena in São Paulo. There, a self-service station equipped with fridges and microwaves allowed attendees to sample the items live during matches. This activation will remain available throughout the tournament, which continues until September.
Luciana Bülau, Sadia’s Executive Marketing Manager, highlighted the brand’s understanding of gamer habits: “We found that Sadia is the second most recalled food brand among Brazilian gamers. Given their preference for snacks and ready meals that are quick and easy to prepare, we focused on Hot Pocket and Hot Bowls as indulgent options that meet these needs without disrupting the gaming experience.”
In addition to the product launch, Sadia collaborated with illustrator Ursula “Sula Moon” Dourada to create three exclusive artworks for social media. These feature dynamic scenes from the LoL universe, emphasising the connection between gaming and Sadia’s products.
Founded in the 1940s, Sadia is one of Brazil’s most recognised and trusted food brands, known for its extensive portfolio that covers frozen meals, cold cuts, and festive offerings. The company holds a strong market presence and a reputation as one of the country’s most valuable food brand.
Juarez “Tchê” Fraga, Business & Partnerships Manager at Riot Games Brazil, remarked on the partnership’s positive reception: “The warm response at the live activations confirms how authentic and well-aligned Sadia’s approach is with our community. This campaign demonstrates how brands can add real value by understanding players’ lifestyles and offering practical solutions that fit seamlessly into their daily routines.”
