Giving wings to the Speedcubing phenomena, Rubik’s Cube has joined forces with the global powerhouse, Red Bull.
The reason why the sports and lifestyle brand has come on-board is to fuel the power and reach of the more than one thousand Speedcubing events that take place around the world.
Together, Red Bull and Rubik’s will focus on creating bigger and better events with more reach, as Red Bull leverages the Rubik’s brand to take a stake in the global intelligence revolution.
Meanwhile, Rubik will benefit from Red Bull’s owned media platforms across social media, earned media and PR.
Competitions will take place in 20 countries across five continents, attracting media exposure and significant budgets in line with what Red Bull is already doing for action sports.
Matt Winton, marketing director of Rubik’s master licensee, The Smiley Company, said: “I am really excited about this partnership. Red Bull has gained a market leading reputation for leveraging the extreme sports and music markets and it’s a great sign for Rubik’s to see Red Bull now enter into intelligence.”
Red Bull Mind Gamers will take the Speedcubing sport to a new level of professionalism and recognition as the iconic 80s puzzle prepares to take centre stage once again.