Red Bull Malaysia has launched Red Bull Next Generation, a regional athlete development platform recruiting talent aged 18 to 25 across every sport, esports included, and opening first in Malaysia and Indonesia. Announced on 10 June 2026, the programme runs under TCP Group and is pitched as a long-term development platform rather than a traditional sponsorship, offering selected athletes mentorship, media training, financial assistance and visibility across Red Bull’s channels. Applications are open now to Malaysian athletes, with the first group of selected athletes set to be announced from August 2026.
Who Can Apply and How
The programme is open to athletes aged 18 to 25 who are actively progressing in their discipline and ready to take the next step, whether they compete individually or as part of a team. Applications are now officially open to Malaysian athletes from June 2026 through the Red Bull Next Generation entry page. Selection does not hinge on competition results or social media following alone; organisers say they are looking for athletes with the right mindset, potential, level of support and commitment to their sport.
Esports Sits Alongside Traditional Sport
Unlike many one-size-fits-all athlete schemes, Red Bull Next Generation is deliberately built to be inclusive across all sports and disciplines, with esports named specifically as part of its remit. Players practising at a high level rather than only established professionals are encouraged to enter. “Across Southeast Asia, there are young athletes putting in the work every day, often before anyone is paying attention,” said Sigurd Meiche, Program Director for Red Bull Next Generation. “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.”
What Selected Athletes Receive
Athletes chosen for the programme receive tailored support that includes workshops, mentorship, media training, financial assistance and content visibility across Red Bull channels. That support comes with guidance from Martin Pfeifenberger, a performance expert with more than 20 years of experience across over 100 sporting disciplines, having worked with everyone from Formula 1 drivers and Olympic champions to football, triathlon and endurance athletes.
TCP Group’s Long-Term Bet on Southeast Asia
The platform is part of TCP Group’s wider commitment to developing sporting talent in the region, and the company frames it as a way to back athletes at the point where the right support can change their trajectory. “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.”
One point of clarification for readers in the region: the Red Bull behind this programme is the brand operated under TCP Group, the Thailand-based company that owns Red Bull and originally launched it as Krating Daeng. It is distinct from the Europe-based Red Bull GmbH, and uses a slightly different logo font to mark the difference.
Applications run through June for Malaysian athletes, ahead of the first Red Bull Next Generation cohort being revealed from August 2026, with Indonesia next in line as the platform expands across Southeast Asia.