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Red Bull partners with League of Legends European Championship

Energy drinks brand Red Bull has signed up as the latest partner for esports series the League of Legends European Championship.

Under the deal, Red Bull will become the LEC’s Official Energy Drink Supplier for the 2019 Spring & Summer Split.

Red Bull will team up with LEC for custom activations during live events and the Spring and Summer Finals.

LEC said it will also be working closely with Red Bull to promote and develop grassroots League of Legends competitive events across Europe, with further details to be revealed shortly.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.