Red Bull says it gives you wings–but it’s the one soaring to new heights in the world of digital content. The bev brand has always been a prolific sponsor of athletes, and it was an early adopter of esports partnership, tapping Ninja as its primary sponsoree back in 2018. In the seven years since, it’s become an equally prolific sponsor of content creators, partnering with folks like Ludwig and sponsoring creator events like Apex Legends‘ Red Bull Legends Inn.
Red Bull has also become a massive producer of content. It posts at least one video a day to its YouTube channel, generating a collective oomph of over 1 billion views a month. Those videos usually feature partner athletes or creators championing competitions and achieving high-octane feats of athleticism.
Now it’s aiming to add another champ to its roster.
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Fortnite streamer and YouTuber SypherPK has picked up a Red Bull sponsorship ahead of this weekend’s $500K Fortnite Championship Series Pro-Am tournament in Los Angeles.
He’ll debut his set of wings at the tourney, but the partnership will continue after. A rep notes SypherPK has been an advocate for fitness and entrepreneurship for years, documenting his weight loss journey and sharing the process of building his digital marketing business Oni Studios. The SypherPK x Red Bull team-up will be aimed at making “an even larger impact on and off-stream,” they tell Tubefilter.
The plan is for Red Bull to create “unique and engaging experiences” with SypherPK for his audience of 10.5 million subscribers on YouTube and 7.2 million followers on Twitch, they add.
What that’ll look like remains to be seen. Sypher already has his own Fortnite skin, and Red Bull has its own Fortnite map. Maybe they’ll unleash their combined powers on a custom island?
Whatever they do, this partnership continues Red Bull’s streak of sponsoring Fortnite player-creators. Like we mentioned, it scooped up Ninja back in the day, and it’s also done deals with creators like MrSavage, Lachlan, and–most recently–Mongraal. (It’s also sponsoring players outside of Fortnite; it just picked up League of Legends streamer Caedrel this week.)
“From its iconic soapbox race series, flugtag, and more, Red Bull is no stranger to bold experiences,” the rep tells us. “As the functional beverage brand continues to expand its influence in gaming, it’s leaning on its award-winning production and creative firepower to give its roster of creators wings.”
All that influence has added up to Red Bull having the highest earned media value of any beverage brand, according to CreatorIQ. But it’s being chased by other creator-savvy brands, like creator-founded Gamer Supps, which just brought on longtime brand endorser SMii7Y as an investor and equity partner.
Time for those wings to flap a little faster.
