Riot Games will use the Runeterra Fan Fest in São Paulo on 27–28 September to showcase how sponsor partnerships are being activated around League of Legends in the Americas. The Fan Fest coincides with the Grand Final of the League of Legends Championship of The Americas (LTA), the regional League of Legends competition that has become a central property for commercial partners.
The event, staged at the Mercado Pago Hall inside iconic football stadium Arena Pacaembu, is expected to attract 1,200 people per day and combines direct fan engagement with visible brand presence. Mastercard, Kia, AT&T and Red Bull support the LTA at continental level, while Heineken, Sadia, KITKAT, Nescafé Dolce Gusto and Pringles back the LTA South, which covers Brazil and South America.
Kia will integrate its EV9 electric SUV into the festival by powering LoL content and charging stations, a demonstration of product functionality positioned directly to fans. Red Bull, long active in gaming and esports, will operate a 360-degree bar, while Heineken will use the festival as a platform to distribute its alcohol-free beer Heineken 0.0 in exclusive cups.
Sadia continues to expand its presence in gaming with food sales, free LoL-themed Hot Pockets and influencer-led activations designed to strengthen its visibility with younger audiences. Nestlé will deploy both KITKAT and Nescafé Dolce Gusto through interactive spaces — including a giant drinks machine and collaborative art installation. Pringles adds a wellness angle, combining its “anti-tilt massage” activation with product sampling of flavours developed in collaboration with LTA South.
Juarez “Tchê” Fraga, Business & Partnerships Manager at Riot Games Brazil, positioned the event as a culmination of the season’s commercial activity: “The Fan Fest closes 2025 as a tribute to fans, turning into physical experiences the connection we have built since January. With bold and creative partners, we designed activations to translate in the real world the energy that the community lives in the digital space.”
The São Paulo event illustrates the move by esports-connected brands towards physical, community-focused activations, positioning the Runeterra Fan Fest as a platform for demonstrating sponsorship strategies in Brazil’s esports sector.
