Red Bull is now a League of Legends global partner
League of Legends apparently will now get its wings
Riot Games and Red Bull have entered into a formal partnership of sorts after the eSports organization named the energy drink company its official energy drink partner for global League of Legends (LOL) events. This isn’t the first time the two have come together, with Riot and Red Bull already joined in partnerships that cover both the Legends European Championship (LEC) and the Campeonato Brasileiro de League of Legends (CBLOL), the Brazilian LOL organization.
The new arrangement will see Red Bull become a partner at the World Championship, the Mid-Season Invitational and the All-Star event. Red Bull will sponsor a player area at the events, provide “upgraded” drink bottles for players to use while gaming, provide broadcast integrations and offer a wild-card entry into the All-Star tournament.
Naz Aletaha, Riot’s Head of Global Esports Partnerships and Business Development, says in a statement, “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 [sic] 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.”
The commitment shows the continuously increasing amount of attention given to the eSports industry. Riot is already teamed up with Alienware, SecretLab, Louis Viutoon, State Farm and MasterCard for the global competitions, and isn’t slowing down in its quest to find new partners.