Red Bull League of Its Own

Client: Red Bull

Red Bull League of Its Own at SAP Gardens, Munich, wasn't just the worlds biggest off season esports tournament; it was a global brand statement. The objective was to cement Red Bull’s authenticity in the gaming world by creating a proprietary format that transcended standard competitive play, and to create a unique connection with the growing League of Its Own fandom that We Are Collider has helped cultivate since its creation three seasons ago.

We staged a unique "David vs. Goliath" invitational, bringing the world’s most famous League of Legends team - and three time consecutive World Champions T1 from South Korea - to Munich, to face off against Europe’s top teams. This cross-continental clash created a "must-watch" moment for the global gaming community. The activation transformed the new, state-of-the-art, sold-out 11,000-seat SAP Gardens into an immersive cauldron of esports lore, building the entire experience on top of Red Munchens Ice Hockey Field. Moving beyond a standard stage setup, we engineered a theatrical spectacle that connected fans with the teams, enabling access like never more. The results were immediate and global. The Munich venue sold out, but the true scale of the activation was realised online. The event generated 90 million earned impressions worldwide, including 23 million local impressions, 50 million views through Red Bull owned channels and 5.2 million live global views on Twitch, with peak concurrency reaching 510,000 viewers. By prioritising goosebumps and entertainment over gameplay, this worldwide cultural moment unlocked a hard-to-reach esports audience for Red Bull.