New regional athlete development platform aims to support emerging talents across all sports, including motorsports and esports.
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Red Bull Malaysia has officially launched Red Bull Next Generation, a new athlete development programme designed to identify and support promising young athletes across Southeast Asia.
Introduced under TCP Group, the initiative will first be rolled out in Malaysia and Indonesia, with the goal of helping emerging athletes take the next step in their sporting careers through mentorship, training, exposure and financial support.
Unlike traditional sponsorship programmes, Red Bull Next Generation is positioned as a long-term athlete development platform focused on nurturing talent before they reach mainstream recognition.
The programme is open to athletes aged between 18 and 25 years old from all sporting disciplines, including motorsports, traditional sports, action sports and esports.
Supporting Athletes Beyond Competition
According to TCP Group Chief Global Marketing Officer Supasita Kraisri, the programme reflects the company’s long-term commitment to developing future generations of athletes across the region.
“At TCP Group, we believe Southeast Asia has an incredible future generation of athletes, creators and communities shaping the future of sport and culture,” she said.
“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 added that the initiative is designed to become more than just an athlete sponsorship programme.
“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.”
More Than Just Results
Red Bull says athlete selection will not be based solely on competition results or social media following.
Instead, candidates will be evaluated on their mindset, commitment, potential and current level of support available to them.
Selected athletes will receive a range of benefits, including performance workshops, mentorship programmes, media training, financial assistance and increased visibility through Red Bull’s media channels.
The programme will also feature guidance from renowned performance expert Martin Pfeifenberger, who has more than two decades of experience working with elite athletes across over 100 sports disciplines.
His client list includes Formula 1 drivers, Olympic champions, football teams, triathletes and endurance athletes.
Malaysia Among First Markets Selected
TCP Red Bull Malaysia Head of Marketing Adelene Tay highlighted Malaysia’s role as one of the first countries chosen for the programme.
“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,” she said.
“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.”
Open to All Sports Disciplines
Programme Director Sigurd Meiche, who has extensive experience developing athlete-focused initiatives globally, explained that Red Bull Next Generation is intentionally designed to be inclusive.
“Some athletes may already be competing at a high level, while others are building momentum within their local scenes, communities or cities,” said Meiche.
“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.”
The initiative welcomes both individual and team athletes from all disciplines, including esports competitors, reflecting the changing landscape of modern sports and athlete development.
Applications Now Open
Applications for Red Bull Next Generation are now officially open to Malaysian athletes aged 18 to 25 across all sports and disciplines.
The first group of selected athletes is expected to be announced from August 2026 onwards. Through the programme, Red Bull hopes to uncover the next generation of sporting stars by shining a spotlight on the dedication, sacrifices and hard work that often happen long before athletes receive national or international recognition.
For aspiring athletes looking to elevate their careers, Red Bull Next Generation could provide the platform needed to turn potential into success.
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