League of Legends esports adds Red Bull as global partner

04 October 2019


Riot Games has announced Red Bull as the official energy drink partner of its global League of Legends events.

This is an expansion of a partnership between Riot Games and Red Bull that already included LEC and CBLOL.

Red Bull League of Legends esports
Image credit: Riot Games

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As part of the expansion, Red Bull will be a partner of the World ChampionshipMid-Season Invitational, and All-Star Event. Beginning with the 2019 World Championship, activations will include a player area for professional players and management, “upgraded” drink bottles for on-stage, broadcast integrations, a wild card entry in the All-Star Event, among other activities.

Naz Aletaha, Head of Global Esports Partnerships and Business Development for Riot Games discussed the expansion: “Red Bull has been a long-time supporter of sports, esports, and gaming. Their deep understanding and appreciation of gaming culture and their desire to continually raise the bar for fans makes them an ideal partner. League of Legends esports is a global, multifaceted sports and entertainment property committed to innovating and shaping the future of sports, and we look forward to breaking the mold with Red Bull.”

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Red Bull has joined the likes of Mastercard, Alienware, State Farm, Secretlab, Louis Vuitton, and newly-announced OPPO as a partner of Riot Games’ global events.

Last month, G2 Esports announced a multi-year deal with the energy drink brand. It also sponsors the likes of ENCENorthOGBIGLECCloud9, and 100 Thieves.

Esports Insider says: Red Bull has been a good supporter of esports for quite some time now but it’s still impressive that Riot Games is continuing to secure global partners of notable popularity outside of esports.