Red Bull has entered its first partnership with the Mobile Legends: Bang Bang (MLBB) M Series, becoming the Official Energy Drink of the M7 World Championship. The collaboration between the energy drink brand and MOONTON Games aims to enhance the esports experience for the fanbase of one of the world’s most popular mobile titles.
The partnership was announced for the M7 World Championship (M7), which marks the M Series flagship tournament’s return to Indonesia for the first time since 2022. The goal of the alliance is to “energise the MLBB Esports experience” through live entertainment and dedicated fan activations at the event in Jakarta.
As part of the activation, Red Bull will host a dedicated Gaming Ground, featuring an Energy Zone and an Entertainment Area headlined by a Red Bull Event Car. The brand will also present live musical performances across all three days of the M7 Carnival, a festival promoted by MOONTON to celebrate the event in Jakarta.
Red Bull joins Visa and realme as a major sponsor for the M7 event. This partnership aligns with Red Bull’s established involvement in sports and gaming properties worldwide.
Ringo Lung, Senior Regional Esports Sales Manager at MOONTON Games, commented on the deal: “Working with Red Bull is about pushing the boundaries of what gaming and esports can achieve. Their experience in sports and live events, paired with our esports ecosystem, allows us to craft experiences that rival traditional sports in scale and excitement.”
The M7 event returns to Indonesia, which is home to the game’s largest fanbase. The MLBB ecosystem has demonstrated significant scale. MOONTON reports approximately $135 million (€ 115 million) in brand value for partners generated by the previous M6 World Championship, based on numbers by Shikenso Analytics, setting a series viewership record.
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