eSports & Gaming

Red Bull gives wings to League of Legends European Championship

Energy drink brand becomes esports competition partner for the 2019 season.

by Joe Levy

Red Bull gives wings to League of Legends European Championship

The League of Legends European Championship (LEC) has confirmed Red Bull as the official energy drink supplier for the 2019 season of the esports competition.

This partnership will see the drinks brand activate its deal across the year, including the spring and summer play-offs.

The partnership will also see Red Bull and the LEC working together to develop a new European grassroots League of Legends competition.

This deal adds to Red Bull’s growing portfolio of sponsorships in the esports market. The energy drink company already has sponsorship deals with teams such as Cloud9 and 100 Thieves. It also signed a landmark partnership with hugely popular Twitch streamer, Ninja, last year.

Romain Bigeard, business development manager at Riot Games, the publishers of League of Legends, revealed that the company had interviewed more than 350 brands for potential sponsorship of its premier esports competition, the LEC. In addition to this deal with Red Bull, the LEC also has agreements in place with Kia, Shell and Foot Locker.