Red Bull makes first move into MLBB's M Series as official energy drink partner for M7

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Red Bull has struck its first-ever partnership with the M Series, becoming the official energy drink of the M7 World Championship - Mobile Legends: Bang Bang’s flagship global tournament. The collaboration with MOONTON Games marks a significant crossover between one of the world’s most recognisable sports brands and one of mobile gaming’s largest esports ecosystems.

The partnership positions Red Bull at the centre of the M7 fan experience, with a slate of live performances, gaming activations and branded zones designed to extend engagement beyond the competition itself.

Mobile Legends: Bang Bang (MLBB) remains one of the world’s most-played mobile MOBA titles, with more than 1.5 billion installations and 110 million monthly active users. According to Esports Charts, it was the most-watched mobile esports title of 2024, reinforcing its appeal as a mass-market entertainment property rather than a niche gaming play.

Don't miss: From gaming to a global festival: Why Mobile Legends: Bang Bang is the next big thing for brands

Red Bull’s involvement builds on its long-standing presence in high-performance sport and gaming culture, from Formula 1 to extreme sports. At M7, the brand aims to translate that heritage into live, festival-style experiences that blend competition, music and community.

Indonesia will host the M7, marking the tournament’s return to the country for the first time since 2022’s M4. The market is MLBB’s largest globally, with MPL Indonesia recording more than 100 million hours watched in each of its past five seasons.

“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. This partnership also opens the door to more innovative ways to engage fans and demonstrates how gaming and esports can deliver immersive, globally connected experiences,” said Ringo Lung, senior regional esports sales manager at MOONTON Games.

At the heart of the activation is the Red Bull takeover of the M7 Carnival, featuring live performances across all three days of the event. Indonesian artists Naykilla and Jemsii will open the festival, followed by DJ VILOID and Dipha Barus on subsequent days.

Beyond the main stage, Red Bull will operate a dedicated Gaming Ground, including an Energy Zone for athletes, VIPs and selected fans, alongside interactive competitions, a branded bar concept and a viewing lounge designed to mirror professional tournament environments.

The partnership also reflects MLBB Esports’ growing commercial clout. The M6 tournament generated an estimated US$135 million in brand value for partners, according to Shikenso Analytics, while drawing 86.5 million hours watched - making it the most-viewed edition of the M Series to date. In 2025, MLBB further cemented its leadership by emerging as the most-watched title at the Esports World Cup, accounting for more than 16% of total viewership across 25 disciplines.

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