Why doesn't RIOT maximize its income?

From few days ago i started wandering why RIOT doesn’t use the fact that the free games League of Legends and Valorant, are played by more then 180 millions people world wide? Imagine how much Coca-Cola or Pepsi will pay to get its advertisement on so many PC world wide( few millions $ maybe?! )? If you add posters or " graffiti" with known brands, you will give more realism to the game and also get more money from those companies …i mean what company does not want to " breed " new customers (most players are kids and the products they sell are not harmful). The games are free and i doubt the company can get enough income to develop more just from selling skins

Sorry buddy, this is for RIOT OS not the League of Legends RIOT company…