Red Bull
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Documents about Red Bull
Fnatic Renews Partnership With Shikenso Analytics
UK-based esports organization FNATIC has renewed its partnership with Germany-based Shikenso Analytics for an additional year.
- UK-based esports organization FNATIC has renewed its partnership with Germany-based Shikenso Analytics for an additional year.
- Shikenso Analytics will continue to provide AI-driven media valuation and sponsorship tracking tools to help FNATIC evaluate the performance of its brand deals.
- The data provided by Shikenso will be used to monitor sponsorship performance across FNATIC's competitive rosters, including Valorant, Apex Legends, Counter-Strike 2, and League of Legends.
Major ALGS Open Partners Announced
The Apex Legends Global Series (ALGS) has secured a roster of high-profile corporate partners for its ALGS Open tournament, scheduled for May 1–4, 2025, at the New Orleans Ernest N. Morial Convention Center.
- The Apex Legends Global Series (ALGS) Open is taking place May 1–4, 2025, at the New Orleans Ernest N. Morial Convention Center.
- The tournament features 160 international squads competing for a total prize pool of $1 million USD.
- EA has secured partnerships with Red Bull, Nokia, Alienware, Sony, and Secretlab for the event, though financial terms were not disclosed.
GameSquare Partners With GGTech
GameSquare Holdings has entered into a strategic partnership with GGTech Entertainment to expand its presence in the United States collegiate esports and event sectors.
- GameSquare Holdings (NASDAQ: GAME) has entered a strategic partnership with GGTech Entertainment to bring the GAMERGY festival and University Esports brand to the United States.
- The first major initiative under this partnership is the launch of GAMERGY 2026, a multicultural esports and gaming festival scheduled to take place in Dallas, Texas, in March 2026.
- GameSquare will manage the strategy, event design, marketing, talent acquisition, and operations for the U.S. rollout of the GAMERGY festival.
Ninjas in Pyjamas Renews Partnership With Red Bull
Ninjas in Pyjamas (NIP), a subsidiary of the publicly traded NIP Group, has officially renewed its partnership with the energy drink brand Red Bull.
- Ninjas in Pyjamas (NIP), a subsidiary of NIP Group (Nasdaq: NIPG), has renewed its long-standing partnership with Red Bull.
- The two companies originally established their partnership in November 2022, though the financial terms and duration of the new agreement remain undisclosed.
- The collaboration will continue to focus on marketing, content creation, and fan engagement, including the integration of Red Bull branding on player jerseys and across social media and streaming channels.
OG Esports Appoints Daniel Sanders as CEO
OG Esports has appointed Daniel Sanders as its new Chief Executive Officer, marking a strategic shift for the European organization.
- OG Esports has appointed Daniel Sanders as its new CEO, promoting him from his previous role as Chief Commercial Officer, which he held since 2023.
- Sanders brings extensive industry experience, having previously served as the head of esports and gaming marketing for Red Bull UK and as a senior global marketing lead at Tencent Games.
- The organization plans to prioritize the professionalization of its competitive teams to address a recent lack of success in major esports titles.
FURIA Partners With Hellmann’s
The Brazilian esports organization FURIA has entered into a worldwide partnership with the Unilever-owned condiment brand Hellmann’s.
- Brazilian esports organization FURIA has entered into a worldwide partnership with the Unilever-owned mayonnaise brand Hellmann's.
- The partnership includes collaborative content creation, joint competitions, and exclusive marketing initiatives, featuring the tagline 'Hellmann’s: the irresistible flavor of FURIA.'
- Hellmann's branding debuted on FURIA’s uniforms during major events including IEM Cologne, the Brazilian League of Legends Championship (CBLOL), and the Esports World Cup in Riyadh.
Gamers Lounge Teams With Riot Games for MEA
Cairo-based gaming organization Gamers Lounge has entered a strategic partnership with Riot Games to serve as its official creative arm for the Middle East and Africa (MEA) region.
- Cairo-based agency Gamers Lounge has been appointed as the official creative arm for Riot Games in the Middle East and Africa (MEA) for the 2024 calendar year.
- The partnership, which has been active since the start of 2024, tasks Gamers Lounge with promoting Riot Games' intellectual properties, including Valorant, League of Legends, and League of Legends: Wild Rift.
- Gamers Lounge is launching a 'Creative Hub' dedicated to graphic design, illustration, video production, and broadcast services to support Riot Games' regional vision.
Alpine Sim Racing Partners With G2 Esports’ Sim Racing Division
Alpine Sim Racing and G2 Esports have entered a strategic partnership to consolidate their competitive sim racing operations.
- Alpine Esports has rebranded to Alpine Sim Racing and entered a strategic partnership with G2 Esports to collaborate on competitive sim racing efforts.
- The financial terms of the partnership between Alpine Sim Racing and G2 Esports were not disclosed.
- As part of the deal, Alpine Sim Racing plans to expand its competitive presence beyond Formula 1 titles into other major racing simulation platforms.
Red Bull Home Ground Comes to Berlin in November
Red Bull Gaming has announced that the Red Bull Home Ground, a professional Valorant off-season invitational, will return to Berlin, Germany, in November 2024.
- Red Bull Home Ground, a professional Valorant off-season invitational, will take place at Arena Berlin from November 20–23, 2024.
- The tournament will feature eight top-tier Valorant teams, including Fnatic, Karmine Corp, and Germany-based FOKUS Clan.
- The event will be supported by three primary partners: AGON by AOC (monitors), Blacklyte (gaming chairs), and Jeep, which is joining as a partner for the first time.
Setting the Hype for Elden Ring: Shadow of the Erdtree with Redbull
The Red Bull Levels event, organized to celebrate the launch of the Elden Ring: Shadow of the Erdtree expansion, serves as a primary case study for the efficacy of brand-sponsored live-streaming activations.
- The 'Red Bull Levels' event, held to celebrate the launch of the Elden Ring: Shadow of the Erdtree DLC, generated 324,000 hours watched.
- The event reached a peak viewership of 80,800 concurrent viewers over a duration of nearly five hours.
- The broadcast featured prominent gaming influencers, including Emiru from OTK, to showcase the new DLC content through competitive challenges.
G2 Esports Renews Partnership With Shikenso Analytics
G2 Esports has extended its partnership with the German analytics firm Shikenso Analytics through 2025.
- G2 Esports has extended its partnership with German analytics firm Shikenso Analytics through 2025.
- The partnership focuses on using Shikenso’s AI-driven technology to evaluate the effectiveness and exposure of G2 Esports' sponsorships across broadcast and social media channels.
- Financial terms of the contract renewal between G2 Esports and Shikenso Analytics were not disclosed.
Rezzil’s Premier League Games Plan: 02/05/2024
The primary focus of this analysis is the strategic evolution of Rezzil, a Manchester-based company that has successfully transitioned from a professional sports training provider to a consumer-facing game developer.
- Rezzil secured a four-year partnership with the Premier League in March 2024, marking the company's formal transition from professional sports training into the consumer game development sector.
- The company operates a dual-tier business model: Rezzil Index, a professional-grade performance and rehabilitation tool used by organizations like Manchester City and Red Bull Racing, and Rezzil Player, a consumer-facing VR experience.
- Rezzil leverages its professional-grade spatial tracking and cognitive benchmarking technology to bridge the gap between elite athletic training and mass-market interactive entertainment.