Red Bull Malaysia has unveiled Red Bull Next Generation, an all-encompassing athlete development program that aims to scout and support emerging talent across Southeast Asia. Sports players will be scouted but currently unseen and therefore unknown esports players have also been included in the target demographics, with the aim being to turn raw esport talent into competitive performers.
Basically, anyone who is good enough might now get the help they need to take it to the next level in the esports world.
We like the sound of it, with the initiative, launched under TCP Group, making good on Red Bull’s previous commitment to nurturing the next generation of competitive talent in the region.
The program will initially roll out in Indonesia and Malaysia, targeting athletes aged 18-25 across various sports disciplines but – unlike traditional sponsorship models that focus solely on results and/or social media influence – Red Bull Next Generation will judge participants based on their mindset and potential among other factors.
TCP Group, who part owns the Red Bull brand in Asia, will oversee the initiative, with the program a notable shift toward grassroots talent cultivation in a market where esports continues to gain mainstream recognition.
Program structure and selection criteria
G2 Esports 🇩🇪 launches the G2 Performance Lab, a research-driven initiative backed by Red Bull.
— RFT.GG (@RFTGGlol) June 5, 2026
They aim to advance coaching, player development, and elite esports performance through science and innovation.
News 📰 pic.twitter.com/rmHuIjxotN
Red Bull Next Generation works on a holistic evaluation system that suits them well. This means it isn’t solely into just traditional performance metrics, with their selection process considering athletes who are already competing at high levels, as well as those building momentum within local scenes and communities.
“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 at 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.”
The program’s inclusive approach will scout talent across the competitive spectrum, from established players seeking additional support to emerging athletes who show promise but who might lack resources or visibility. They’ll be invited to workshops, benefit from mentoring and content visibility, with Red Bull promoting them across their channels.
Regional expansion and industry impact
The decision to launch in Indonesia and Malaysia means Red Bull Next Generation are set to be at the center of Southeast Asia’s rapidly growing esports ecosystem. Both these markets have already shown they can grow competitive gaming effortlessly, with Malaysia particularly recognized for its strong VALORANT and Mobile Legends scenes.
Adelene Tay, Head of Marketing at TCP Red Bull Malaysia, emphasized the company’s historical commitment to local sporting communities: “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.”
The program’s launch comes at a time when regional investment in esports infrastructure and talent development has accelerated significantly. It’s not always easy for emerging players to find funding during the formative years of their esports careers but corporate-backed development programs like Red Bull Next Generation could offer them that all-important financial security.
Addressing the talent development gap
Sigurd Meiche, Program Director for Red Bull Next Generation, recognized the aforementioned challenges facing young athletes in the region when he 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.”
Such observations are endemic in an industry where promising talent might be good enough but often lacks the resources and support systems necessary to take things to the next level. Traditional sponsorship models exist but, as we all know, they usually target established players with proven track records. Consequently, there’s a gap in early-stage development support.
Promisingly, the program’s emphasis on mindset and commitment rather than existing achievements means we might see a new (and much-needed) approach that cultivates raw potential before it becomes obvious to everyone else (the wider world).
At the time of writing, there is no information about which esports titles Red Bull will make eligible for the program. This leaves us wondering whether popular regional titles like VALORANT will be targeted or whether the organization will be a bit more leftifield.
The program is a bit different from Red Bull GmbH’s European operations, operating as it does under TCP Group’s regional mandate with a focus specifically tailored to Southeast Asian markets and cultural contexts.
We hope to have more details about eligible games and application processes when the program officially opens for submissions later this year. Watch this space.
