Red Bull has officially launched Red Bull XI, a new social media channel focused on and EA Sports’ title EA FC and dedicated to the growing intersection of football culture and gaming.

Available on Instagram, TikTok, and Facebook, the platform serves as a digital home for “hybrid fandom,” where the traditional 90-minute match on the pitch meets the high-speed world of digital competition.

The channel features a mix of recurring formats, including an EA FC card-game show and various gameplay challenges that bring together top-tier creators, professional esports players, and real-world talent from Premier League clubs such as Leeds United and Aston Villa.

Also read:

This initiative aims for a shift in how audiences engage with sport, moving away from passive viewership towards a culture of playing, streaming, and competing across multiple platforms.

This launch is part of a broader global trend in 2026 where institutions from both sides are using gaming and football to reach new demographics. Recently, global esports organisation Team Liquid partnered with Sunderland AFC to represent the club in the ePremier League, while North American powerhouse Evil Geniuses joined forces with Austin FC to enter the eMLS and EA FC Pro circuits.

Even on a global scale, the success of the ePremier League China has demonstrated the power of mobile gaming in bridging Western football brands with Asian markets.

Whether it is through these professional partnerships or Red Bull’s lifestyle-focused content, the lines between the stadium and the screen have effectively dissolved. Football is no longer just a physical sport; it has become a digital lifestyle brand used by clubs and creators alike to build community and secure long-term loyalty in an increasingly crowded entertainment landscape.

Other examples of such an integration are seen in initiatives like the Kings League, a 7-a-side football league founded by former FC Barcelona player Gerard Piqué which uses gaming elements along matches and esports-like streaming strategies. It even counts on esports organisations and personalities fielding teams around the world like G2 in Germany, and paiN Gaming in Brazil.

Editor’s note: A previous version of this article stated that Red Bull and EA Sports launched “Red Bull XI” together, following official communications titled “Red Bull & EA SPORTS FC launch football gaming channel.” However, the organisation has since clarified that EA Sports is not involved in the initiative. The article was amended on 27 March, 2026.

Subscribe to On The Radar, a weekly wrap up of esports business stories, and the fortnightly Heat Map, a deeper dive into the stories across esports business and culture.

Follow The Esports Radar on social media: