Red Bull announced as new League of Legends partner
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Riot Games announced that Red Bull will be the newest official energy drink partner of all of its League of Legends events. This partnership had previously already included the League of Legends European Championship (LEC) and Campeonato Brasileiro de League of Legends (CBLOL).

Red Bull partnership

The partnership with Red Bull will make it the official energy drink partner for League of Legends global esports events. This includes the World Championship, Mid-Season Invitational, and All-Star Event. The collaboration will begin this year at the 2019 World Championship and will consist of brand activations for esports fans attending.

“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,” the Head of Global Esports Partnerships and Business Development for Riot Games, Naz Aletaha, said in a press release. “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.”

Some of the key events include a Red Bull Player Area, an All-Star Event Wild Card Entry, an All-Star Event After Party, energy drinks provided to professional players, and placements during broadcasts.

Brand activations

The Red Bull Player Area will take place at certain global esports events to allow players to prepare for matches by… drinking Red Bull. There will also be upgraded drinks on stage with League of Legends esports artwork on the cans. Similar to how existing broadcast placements exist with Rocket Mortgage in the LCS, the energy drink brand will be featured during the Baron Power Play and in various video content spots.

This partnership will also include an amateur event named Red Bull Player One. This will allow an amateur player to earn a wild card spot into the League of Legends All-Star Event. They will then be able to compete against professionals in the scene. There will then be a sponsored after-party event for players, influencers, casters, personalities, and fans.

This partnership will join the other brands like Mastercard, Alienware, State Farm, Secretlab, OPPO, and Louis Vuitton. Are you excited for the 2019 World Championships? Let us know which team you think will take home the Summoner’s Cup.

Ethan Chen is a writer with over 3 years of experience covering esports, gaming, and business.