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League/Tournament Brands:
- Berlin-based esports organization G2 Esports has signed a multi-year agreement with Red Bull, encompassing all of its teams and content creators.
- Red Bull branded jerseys will be unveiled at this weekend’s biggest esports events, including the Berlin Counter-Strike Major and LEC finals in Athens.
- The partnership will focus heavily on content creation and event-activations.
G2 Esports has expanded its relationship with Red Bull to go beyond sim racing and will debut a new partnership covering all its esports teams and content creators. The multi-year agreement covers player performance, content creation, and event activations. Financial terms were not disclosed.
The two companies will be introduced at multiple esports events this weekend, including the Starladdr Berlin Major, the League of Legends European Championship (LEC) finals in Athens, the Rainbow Six Invitational 2019 at DreamHack Montreal, as well as regular-season play for the PLAYERUKNOWN’S BATTLEGROUNDS European League (PEL) and the Rocket League DreamHack Pro Circuit: Montreal 2019.
Players at these events will all wear Red Bull branded jerseys, and will take part in 1v1’s and meet and greets with fans at the arena events. “This holistic partnership is a big step for G2 and the content that we have coming down the pipeline is going to set this collaboration apart from all others in the space,” said G2 Esports CEO Carlos Rodriguez.
On top of promoting its energy drink brand, Red Bull provides marketing for a variety of professional esports teams, much as it does in motorsports and urban sports space. One example is the two-time winners of Dota 2’s The International, OG, which not only bears the Red Bull logo in its team crest, but the Red Bull Media House also produced a feature documentary on the team’s first TI victory.
