Red Bull is set to help retailers “tap into football gaming culture and drive shopper excitement” with the launch of Red Bull Wings Cup, a global EA Sports FC tournament, supported by an exclusive on-pack promotion across selected packs.
Ahead of the game’s launch, the campaign brings together gaming, football and socialising to create “a high-energy shopper activation designed to increase visibility, encourage purchase and reward consumers beyond the can,” Red Bull said.
Through coded tabs on promotional cans, shoppers will be able to buy a participating Red Bull product, scan the QR code and log in with their EA account via an exclusive microsite to unlock in-game items, including season points and player cards, which will be automatically added to their EA Sports FC 27 game.
The promotion will be available across Red Bull Energy Drink 250ml, 355ml and 473ml plain and pricemarked packs (PMPs), Red Bull Sugarfree 250ml, 355ml and 473ml packs and Red Bull Zero 250ml, giving retailers a broad range of formats to activate in-store.
Red Bull Wings Cup will also give players the chance to compete on the global stage, with national finals taking place in November ahead of the World Final at the Inter Miami Stadium in January 2027. The tournament will span 80 countries, bringing together 160 finalists from around the world.
The campaign is built to maximise retailer opportunity in a fast-moving cultural space. EA Sports FC remains one of the UK’s most popular gaming franchises, and Red Bull will support its new Cup with paid media across PlayStation, WebTV, social and OOH channels, alongside distinctive in-store POS to help bring the activation to life at fixture.
Red Bull will further amplify the tournament through partnerships with leading names in the gaming community, including Esports Pro Donovan ‘Tekkz’ Hunt of RBLZ Gaming and Red Bull Player Angry Ginge, helping the campaign connect authentically with football gaming fans.
With in-game visibility expected to generate 880m impressions between September and December 2026, Red Bull Wings Cup offers retailers a timely platform to drive awareness, recruit shoppers and encourage repeat purchase throughout the promotional period.
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