EA Sports and the Red Bull Formula One team have recently signed a promotional agreement for the upcoming 2024 season. Under the contract, Red Bull will be a key partner of EA Sports, leading up to the release of F1 24 video game. Additionally, Max Verstappen will collaborate with EA Sports on promotional activities for their other titles such as EA Sports FC.
Given Verstappen’s background in gaming and owning his own esports outfit, Team Redline, it is natural for EA Sports to expand their partnership from the previous year. Previously, it was just a personal endorsement deal with Verstappen, 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 the 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 increasingly important for fans to interact with racing and Red Bull Racing.
Looking ahead, the Formula One calendar includes the Chinese Grand Prix taking place at the Shanghai International Circuit from April 19th to 21st of April 2024 – marking the first race in China since 2019. Additionally, the BlackBook Motorsport Forum will be held in London this April for its 10th anniversary edition – focusing on the progression of motorsport and emerging trends shaping the industry in the next decade.