LEC re-energises for 2020 with Red Bull extension

31 January 2020


Riot Games has announced that Red Bull will return as the official energy drink partner of European league LEC for 2020.

While details of the extended deal are scarce, it appears as if the same terms as seen in 2019 also apply to the new year.

LEC Red Bull 2020 Extension
Image credit: Riot Games

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In 2019, Red Bull worked with Riot Games on the LEC by hosting live activations at events. At the time of the initial partnership announcement, it was stated that the two parties would “develop grassroots League of Legends competitive events across Europe.”

While the terms of the extended deal between Riot Games’ LEC and Red Bull haven’t been disclosed at the time of writing, it’s clear that the energy drink brand is big on League of Legends esports. Earlier this week, it also extended its deal with North American league LCS for 2020.

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Ahead of the 2020 season, Riot Games announced a stacked roster of partners – both returning and new – for the LEC. Most recently, we saw Nestlé brand Kit Kat join Logitech G, Warner Music, Beko, Tchibo, AKRacing, HUYA, Alienware, and Kia Motors.

Red Bull is big on esports outside of the LEC and LCS, working with Riot Games as a global partner of League of Legends esports. It’s also partnered with the likes of BIG, 100 Thieves, G2 Esports, ENCE, and Tempo Storm.

Esports Insider says: Red Bull continuing to bet on League of Legends esports after the monumental 2019 the scene had is no huge surprise. The LEC has a solid roster of partners for 2020, comprised of both new and familiar faces, and Red Bull is another great name to keep on its list for the year.

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