The Apex Legends Global Series Open will begin May 1 at the Ernest N. Morial Convention Center in New Orleans, drawing 160 squads from around the world to compete for a $1 million prize pool. As the largest LAN event in series history, the four-day tournament also represents a major opportunity for sponsors aiming to connect with an avid esports audience.

Industry leaders including Red Bull, Sony INZONE, Nokia, Secretlab, Alienware and controller specialist Battle Beaver will activate branded zones throughout the venue. Sony INZONE returns as the official monitor partner, supplying its 27-inch M10S OLED gaming displays for competitor stations and a hands-on showcase in the free-play area. Alienware will furnish tournament rigs, reaffirming its role as the event’s official PC provider.

Attendees can test Battle Beaver’s custom controllers in the casual play section or purchase devices directly at the booth. Nokia will stage one-on-one creator matchups with a unique twist: one competitor in each matchup will compete incognito behind a mask, advancing through the bracket under anonymity. Red Bull will power on-site energy offerings alongside interactive opportunities for fans to sample Apex Legends gameplay. Secretlab will equip both the main and secondary stages with its TITAN Evo seats, designed to deliver ergonomic support during extended competition hours.

The convergence of these brand activations underlines a shift in marketing strategy, as sponsors seek deeper engagement with esports audiences, who are known to spend more time and show higher conversion rates than casual gamers. The mix of immersive experiences and pro-grade hardware aims to enhance both player performance and fan enjoyment.

The ALGS Open runs through May 4, serving as the kickoff for Apex Legends’ fifth competitive season and setting the standard for future events in North America.