This year’s Rocket League World Championship shattered viewership records — and Sargento was along for the ride.
In the lead-up to last month’s annual Rocket League championship, which ran between September 15-20, the cheese brand announced a partnership deal with Blast, the company operating the Rocket League World Championship, to become the event’s official Snack Kit Partner.
Sargento’s partnership with the Rocket League World Championship spanned both digital and physical inventory, with Sargento’s Balanced Breaks snack kits featured across the tournament’s broadcast and live experience at Dickies Arena in Fort Worth, Texas. The partnership demonstrated how tournament organizers like Blast create opportunities for advertisers to connect with prominent games like Rocket League by sponsoring their esports leagues and tournaments, rather than pursuing a direct commercial relationship with the makers of the games themselves.
In an interview with GamesBeat in July 2026, Blast reported 40-percent year-over-year revenue growth in 2026, with company representatives crediting Blast’s robust sponsorship and partnership business as an area of particularly strong growth. In addition to Sargento, Blast works with brand sponsors like Michelin, Progressive, and Polymarket.
Sargento’s bid to lean into esports through the Rocket League World Championship allowed the brand to tap into an unprecedented amount of audience interest in Rocket League. This year’s edition of the Rocket League World Championship achieved a peak concurrent viewership count of over 720,000, according to the data platform Esports Charts — the highest-ever viewership for a Rocket League esports event.
To learn more about why Sargento teamed up with the 2026 Rocket League World Championship, GamesBeat reached out to Sargento general manager of consumer products Jeremy Schellin for a Q&A.
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