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.
As part of the expansion, Red Bull will be a partner of the World Championship, Mid-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.”
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.