ESL FACEIT Group Partners With Red Bull for DreamHack

Key insights

7 takeaways

01
ESL FACEIT Group (EFG) has named Red Bull the official energy drink partner of its DreamHack festival series.
02
The partnership will debut at DreamHack Dallas, scheduled for May 23–25, 2025, at the Kay Bailey Hutchison Convention Center.
03
Red Bull will operate a booth and host the Red Bull Home Ground US Qualifier for Valorant during the Dallas event.
04
The Valorant tournament will feature online qualifiers beginning May 16, with the grand finals held live on stage at the festival on May 25.
05
Financial terms and the duration of the partnership agreement between EFG and Red Bull were not disclosed.
06
Red Bull joins an existing roster of DreamHack partners that includes Lamborghini, DHL, Anthros, Kick, Zenni Optical, and the U.S. Navy.
07
DreamHack is a subsidiary of EFG, which is owned by the Saudi Arabian government-backed Savvy Games Group.

Summary

The ESL FACEIT Group (EFG) has entered into a strategic partnership with Red Bull, designating the energy drink brand as the official energy drink partner of the DreamHack festival series. While the financial terms and duration of the agreement remain undisclosed, the collaboration integrates Red Bull into the core fan engagement and competitive programming of the events. This partnership aligns with EFG’s broader operational strategy under the ownership of Savvy Games Group, a subsidiary of the Saudi Arabian Public Investment Fund.

The partnership will debut at DreamHack Dallas, scheduled for May 23–25, 2025, at the Kay Bailey Hutchison Convention Center. Red Bull’s presence will include on-site activations, such as a dedicated booth and product sampling. Furthermore, the brand will oversee the Red Bull Home Ground US Qualifier for the game Valorant. This tournament structure involves online qualifiers beginning May 16, with the top two teams advancing to a live grand final stage at the Dallas festival on May 25.

This deal expands the commercial ecosystem surrounding DreamHack, which already maintains partnerships with various high-profile entities, including Lamborghini, DHL, and the U.S. Navy. By securing Red Bull as a primary sponsor, EFG continues to leverage its festival platform to bridge professional esports competition with broader gaming culture and fan-centric entertainment. The move underscores the ongoing trend of major beverage brands investing in large-scale, multi-faceted gaming events to reach core demographics within the esports industry.