League of Legends by Tom Wade March 14, 2019 234

Red Bull joins the LEC as Energy Drinks Sponsor

With the newly branded League of Legends LEC Spring season wrapping up, Riot Games have announced Red Bull as their official energy drink supplier for both the Spring and Summer Split.

This partnership will see LEC and Red Bull host a number of activations during live events across both splits, promoting the product to fans and players alike. This will also transition across streaming platforms for remote fans around the world.

LEC, previously titled EU LCS, is the European equivalent of the NA LCS. At the halfway mark of the Spring Split we’ve seen a 50% growth in viewers, with over 1.5 million daily unique fans tuning in to watch the games. With this increase in popularity for the EU scene, we’ve also seen an increase in brand partnerships joining the team. We’ve seen fashion, energy and automotive brands join the usual endemic peripheral brands, but in addition to that we now have Red Bull joining the roster as the official Energy Drinks supplier.

Alban Dechelotte, Head of Sponsorships and Business Development for the EU Esports at Riot Games, said in a statement:

“Together with Red Bull, we’ll be giving LEC fans wings with custom activations during LEC live events and the Spring and Summer Finals. We’ll also be working closely with Red Bull to promote and develop grassroots League of Legends competitive events across Europe. Stay tuned for more details on our plans to give the amateur ecosystem a boost of energy!”

According to the announcement released this week, this partnership will also strive to “develop grassroots League of Legends competitive events across Europe”. This has been an extremely welcomed announcement from the European League of Legends community, especially the UK community that is, despite what you may hear from Brexit, currently striving to break into the European scene.

Red Bull’s involvement in esports has been an ongoing investment for the drinks brand, ever since their first sponsorship back in June 2006 of Halo legend David “Walshy” Walsh. Since then they’ve made regular appearances in esports through team, event and player sponsorships, and it seems like it’s been greatly beneficial to their marketing strategy.


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