Red Bull announce sponsorship of LEC

Red Bull have been named the Official Energy Drink Sponsor of Riot Games’ League of Legends European Championship, continuing its move into the world of esports.

This sponsorship will see activations throughout live league events, Spring and Summer Finals as well as the energy drink brand working alongside Riot Games to develop a grassroots League of Legends competition for amateurs throughout Europe.

Alongside their existing tournament presence, events and content, Red Bull’s extensive list of esports sponsorships and initiatives also includes the support of Cloud9, BIG, 100 Thieves, Team Vitality and Ninja.

Sponsorship within the esports sector continues to prove incredibly valuable for brands, with Logitech G, Shell, Foot Locker and Kia being just come of those sponsoring the newly-franchised and rebranded league.

The LEC and LCS continue to reach new milestones, regularly exceeding their record viewership. Demonstrating esports’ rapidly growing reach, the last week of February saw the LEC record an average of 81.6k concurrent viewers and a total of 1.08m hours watched on Twitch, with this number expected to rise.