EA Sports Partners F1 Racing Team Red Bull

EA Sports, creators of the official F1 video game, are poised to collaborate with top F1 racing team Red Bull and their star driver Max Verstappen.?

Under the deal, Red Bull is all set to be a key partner in the build-up to and following the launch of the latest F1 24 game, as well as?the promotion of other EA titles such as EA Sports FC.

The collaboration will also see Max Verstappen, donning EA Sports branding on his helmet this season, with several unique EA Sports F1-inspired helmet designs at key races. Verstappen will also feature as the cover star for the F1 24 Champions Edition game, which will be released on May 28.

Red Bull Racing team principal and chief executive Christian Horner affirmed, “F1 is experiencing huge growth, appealing to new, young, and diverse audiences all around the world, and for many of those fans, gaming is central to how they interact with racing and with Red Bull Racing.

“EA Sports has a proven ability to create truly immersive F1 games that take fans to the heart of what we do, allowing them to race as a hero such as Max or to embark on their own legendary racing careers.”

According to ASN data, EA Sports (18.1%, US$16.3m+) is the second largest spender for its category in the Asian sponsorship market since Q321. With quarterly investment average hitting a figure of US$1.8m+ during this period, with Pan-Asian, South Korea (62.9%) and China (37.1%) being the beneficiaries of the sponsorship spends.??Unsurprisingly, the major plays by the video game giant tend to be long-term football deals, and range between US$1m+ to US$7.5m.

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This article was first published in ASN's April 2024 no. 4 newswire.