The Red Bull Formula One team has reached a promotional agreement with EA Sports for the 2024 season. According to the contract, Red Bull will be a key partner leading up to the release of the F1 24 video game. The team will also participate in promotional activities for EA Sports’ other titles, such as EA Sports FC. Additionally, Max Verstappen will once again collaborate with the developer.
Given Verstappen’s background in gaming and his ownership of his own esports outfit, Team Redline, it is a logical step for EA Sports to expand their partnership from the previous year. Previously, it was just a personal endorsement deal with the Dutch driver, but now it includes the broader Red Bull team. Verstappen will display EA branding on his helmets this season and there will be F1-inspired helmet designs at select Grands Prix.
Christian Horner, Red Bull Racing’s chief executive and team principal, expressed his excitement about this collaboration. He stated that EA is synonymous with sports and entertainment and they are thrilled to have them on board as a team partner. With F1 seeing significant growth and engaging new, young and diverse audiences worldwide, gaming is becoming vital for fans to interact with racing and Red Bull Racing.
Looking ahead to the 2024 Formula One season, one of the first races on the calendar is the Chinese Grand Prix taking place at Shanghai International Circuit from April 19th-21st marking its return after two years absence.
Moreover, another exciting event happening this April is BlackBook Motorsport Forum held in London for its 10th anniversary edition. This forum focuses on progression of motorsport industry and emerging trends shaping it over next decade.
Overall, this collaboration between Red Bull Racing and EA Sports highlights how technology is increasingly playing a role in modern sports marketing efforts. It shows how brands can leverage partnerships to not only promote their products or services but also engage with fans in unique ways that drive engagement and loyalty.