Red Bull Malaysia has launched Red Bull Next Generation, a new regional athlete development platform looking to develop and support emerging young athletes in Southeast Asia. The program, under TCP Group (the Thailand-based company that owns Red Bull) will begin its search in Malaysia and Indonesia.
The Red Bull Next Generation programme is seeking athletes aged 18-25 from any kind of sports, and specifically mentioned esports as part of this. The criteria for selection doesn’t necessarily just ends at looking at competition results or influence in social platforms. Athletes with the right “mindset, potential, level of support and commitment to their sport” will be selected for the programme.
The programme is a “long-term platform focused on athlete development, visibility and progression” rather than the usual traditional sponsorship deal. Signed athletes will be getting “tailored support” which includes “workshops, mentorship, media training, financial assistance and content visibility across Red Bull channels.”
“At TCP Group, we believe Southeast Asia has an incredible future generation of athletes, creators and communities shaping the future of sport and culture,” said Supasita Kraisri, Chief Global Marketing Officer, TCP Group.
“Red Bull Next Generation reflects our long-term commitment to supporting that future by creating opportunities, building visibility and giving emerging athletes access to the kind of support that can help accelerate their journey,” she said.”We want this programme to become more than an athlete initiative. We want it to become a platform that inspires ambition, progression and belief across the region.”
Adelene Tay, Head of Marketing, TCP Red Bull Malaysia, shared, “Red Bull Malaysia has always been committed to energising the local sporting community, from supporting grassroots motorsports talent to providing platforms that inspire ambition, growth, and belief among the next generation of Malaysian athletes.”
“With Malaysia being one of the first markets to lead Red Bull Next Generation, we see this as an important opportunity to shine a spotlight on promising athletes and provide them with greater visibility and opportunities. At Red Bull Malaysia, we remain committed to building a stronger sporting community for the future, and we are excited to play a role in helping more Malaysian athletes realise their potential.”
Sigurd Meiche, Program Director for Red Bull Next Generation said: “Across Southeast Asia, there are young athletes putting in the work every day, often before anyone is paying attention. Some athletes may already be competing at a high level, while others are building momentum within their local scenes, communities or cities.
“What matters to us is not whether someone is already famous or fully professional, it is their mindset, ambition and commitment to progressing in their sport. Red Bull Next Generation is about finding those athletes early, supporting them at the moment it matters most, and helping them unlock what’s possible both in sport and beyond it.”
If you have the talent and passion for esports (or any other sport) you’re practicing at a high level (not necessarily a pro), or know someone with the potential to be the next generation star should they have the right support systems, applications for the Red Bull Next Generation programme in Malaysia is now open. Register your application here.
The first group of Red Bull Next Generation athletes will be announced from August 2026.
Red Bull, the energy drink brand based in Europe under Red Bull GmbH and not to be confused with Red Bull Malaysia under TCP Group, regularly backs talents from all kinds of sports, especially the less conventional, non-track-and-field kinds. These includes motorsport as seen in Red Bull Racing the Formula 1 team, pro parkour, and of course, even competitive video games.
Red Bull under TCP Group, or its original name in Thai Krating Daeng, has a slightly different word font in the logo to signify its difference from the European Red Bull.