Red Bull is launching Red Bull Wings Cup, a global EA Sports FC tournament supported by an on-pack promotion across selected Red Bull products.
Timed ahead of the launch of EA Sports FC 27, the promotion links football gaming with in-store engagement through coded tabs on participating packs. Shoppers who buy a promotional Red Bull product can scan a QR code and log in with their EA account via a dedicated microsite to unlock in-game rewards including season points and player cards, which are then added directly to their EA Sports FC 27 game.
The promotion will feature on Red Bull Energy Drink 250ml, 355ml and 473ml plain and price-marked packs, Red Bull Sugarfree 250ml, 355ml and 473ml packs and Red Bull Zero 250ml packs.
Players will also be able to compete in the Red Bull Wings Cup tournament, with national finals taking place in November before a World Final at Inter Miami Stadium in January 2027. The competition will span 80 countries and feature 160 finalists.
To support the campaign, Red Bull will run paid activity across PlayStation, broadcaster video on demand, social media and out-of-home channels, alongside in-store POS materials.
The brand will also promote the tournament through partnerships with gaming personalities including RBLZ Gaming esports player Donovan “Tekkz” Hunt and Red Bull player Angry Ginge.
Red Bull expects in-game activity linked to the campaign to generate 880 million impressions between September and December 2026.
The brand encouraged retailers to stock participating packs and use POS materials to highlight the promotion in chilled, soft drinks and impulse locations.
