G2 Esports announces multi-year partnership with Red Bull

Berlin-based organisation G2 Esports has announced a multi-year partnership with energy drink brand Red Bull.

The deal will kick off this weekend with G2 Esports’ teams in League of Legends, Counter-Strike: Global Offensive, and Rainbow Six Siege showcasing the Red Bull logo on their jerseys.

Additionally, Red Bull and G2 Esports create content and host on-site activations at both the LEC Finals in Athens and the StarLadder Berlin Major, including 1v1’s and meet & greets. 

Carlos ‘ocelote’ Rodriguez, CEO of G2 Esports discussed the partnership in a release: “Red Bull and G2 have a shared vision of bringing more entertainment and adventure to the esports industry through interactive content and event activations, so a partnership was an obvious and important move for us. 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.”

This is not the first collaboration between G2 Esports and the Red Bull brand. In March, G2 Esports joined forces with Red Bull Racing to form the Red Bull Racing Esports Team in an effort to recruit players that specialise in a variety of simulation racing titles.

Sabrina Ratih, Partnership Executive at G2 Esports also commented on the deal: “The Red Bull and G2 partnership is truly a bottom-up collaboration that stemmed from countless memes, fan engagement and player interaction with the global energy brand and eventually evolved into a unique brand bond and the multi-faceted partnership you see today. This is a testament to the influence of social communities and the power of memes that become a reality and move the esports industry forward.”

G2 Esports is also partnered with AORUS, NEEDforSEAT, Logitech G, AOC, paysafecard,  Twitch, and Esport Management. Red Bull expanded its deal with Finnish organisation ENCE in August to include a jersey sponsorship. The energy drink brand also sponsors North, OG, BIG, LEC, Cloud9, and 100 Thieves.

Esports Insider says: With Red Bull and G2 Esports’ previous sim-racing relationship, it was only natural that it would continue over to a partnership with the entire organisation – especially considering the popularity it holds. Red Bull is continuing to position itself as one of the more prominent energy drinks in the industry with deals such as this.

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