G2 Esports has expanded its relationship with Red Bull and will debut with a new partnership covering all its esports teams and content creators. The multi-year agreement covers player performance, content creation, and event activation. Although, financial terms were not disclosed from either side.
The companies will be introduced at multiple esports events this weekend which will include the Starladder Berlin Major, the League of Legends European Championship (LEC) finals, the Rainbow Six Siege Invitational 2019 at DreamHack Montreal, along with regular-season play for the PLAYERUKNOWN’S BATTLEGROUNDS European League (PEL) and the Rocket League DreamHack Pro Circuit: Montreal 2019.
Players at the above-mentioned events will all be wearing Red Bull branded jerseys and will take part in 1v1’s and meet-and-greets with fans at the said 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 about the partnership.
On top of promoting its energy drink brand, Red Bull provides marketing for a variety of professional esports teams, similar to what it does in motorsports and urban sports events. One such example is the two times winner of DOTA 2’s The International, team OG, which bears the Red Bull logo in its team crest. It must be mentioned that the Red Bull Media House produced a feature documentary on the team’s first TI victory.