Perspective: League Of Legends And Red Bull

Logan McLean, Esports Advisor, for NGame Esports talks about Red Bull’s partnership with League of Legends events.

Riot Games recently announced Red Bull as the official energy drink partner of its global League of Legends events. How should Red Bull measure ROI for this partnership?

RedBull’s continued enthusiastic support of esports is something that has come under scrutiny from die-hard fans of the industry. While the financial support of RedBull is welcome by most organizations, tournament organizers, and conventions, etc. I am wary of too many properties falling under the RedBull umbrella, and then becoming subservient to the direction of RedBull.

As more brands activate in esports, should they measure ROI on a short term or long term basis?

I believe that RedBull’s ROI metric here is not how many people buy cans of their energy drink. The metric is about the great content being produced and how much does RedBull owns. This figure has continually grown year over year in all sporting worlds — extreme, traditional, and esports.

The strategy by Red Bull is clearly for the long term and the brand’s ability to influence sporting industries. I continually advocate that any investment into esports must be quantified and planned as a long term engagement.

Photo by Min An from Pexels

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