Red Bull Partners With Riot Games for Global League of Legends Events

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• Red Bull will be the official energy drink partner for global League of Legends events, beginning with this year’s World Championship.
• Events will feature a Red Bull branded player area, League of Legends-themed Red Bull bottles, and placements on broadcasts. 
• For the first time, an amateur League of Legends player will be able to compete in the All-Star event by qualifying through the Red Bull Player One competition.

Red Bull is expanding its partnership with Riot Games beyond Europe and Brazil to support the publisher’s global esports events through next year. As the official energy drink partner, Red Bull will support the League of Legends Mid-Season Invitational, All-Star Event, and the World Championships—the latter of which began its play-in stage this week. Financial terms were not disclosed.

Red Bull will produce drink bottles with the game’s artwork to be featured on stage. A Red Bull Player Area will also be provided at events for competing teams and their management. While specific details weren’t listed, the announcement mentions broadcast placements including video content spots and the Baron Power Play (a gameplay moment that has been product branded in other League of Legends competitions). 

For the game’s annual All-Star competition, Red Bull will host the official after-party, and one amateur player will earn a wild card spot by winning the 1v1 Red Bull Player One event. “Red Bull has been a long-time support[er] of sports, esports, and gaming,” said Naz Aletaha, Head of Global Partnerships and BD for Riot Games. “Their deep understanding and appreciation of gaming culture and their desire to continually raise the bar for fans makes them an ideal partner.”

As well as its partnerships with League of Legends competitions, Red Bull is also tied to teams competing at this year’s World Championships, including G2 Esports and Cloud9. Other global partners include Mastercard, Alienware, State Farm, Secretlab, Chinese mobile phone brand OPPO and Louis Vuitton.