How Red Bull Utilised The Sponsorship Of Extreme Sports To Build It’s Brand
Red Bull’s approach to marketing through sponsorship of extreme sports events has played a major role in transforming it from a beverage company into a lifestyle brand. This strategy, rooted in the sponsorship of adrenaline-pumping events, has built an image synonymous with energy, daring, and adventure. Since its launch in 1987, Red Bull has not only sold billions of cans worldwide but also created a cultural movement, thanks to its strategic investments in extreme sports.
The Power of Extreme Sports Sponsorship
Red Bull’s association with extreme sports began in the 1990s when the brand identified an opportunity to differentiate itself from traditional competitors like Coca-Cola and Pepsi. Instead of focusing solely on traditional advertising, Red Bull pioneered a more experiential form of marketing, aligning its brand with the thrilling world of extreme sports, from snowboarding to skydiving. The key idea was simple: Red Bull gives you wings. The brand’s slogan became a lifestyle statement, connecting with consumers who sought excitement and physical challenges.
Red Bull Stratos: A Defining Moment
One of the most iconic sponsorship events in Red Bull’s history is the Red Bull Stratos mission. In 2012, the company sponsored Austrian skydiver Felix Baumgartner, who leapt from the stratosphere at an altitude of 128,000 feet. Baumgartner became the first human to break the sound barrier without vehicular power, while Red Bull gained global attention. The event attracted over 9.5 million viewers on YouTube, breaking records and solidifying Red Bull’s reputation as the ultimate thrill-seeking brand. Beyond the buzz, the Stratos mission showcased the brand’s capacity to blend technology, human endurance, and entertainment.
Financial Impact
Red Bull’s investment in extreme sports sponsorships has resulted in massive financial success. The brand sells over 7.5 billion cans annually across 171 countries, generating revenues of approximately $9 billion as of 2022. While it’s difficult to measure exactly how much of this success stems from extreme sports sponsorships, the brand's growth parallels its expansion into events like Red Bull Rampage (a freeride mountain biking competition) and Red Bull Cliff Diving World Series, among others. These events draw millions of viewers and participants, fostering a loyal customer base and global brand recognition.
Building a Community
Red Bull's sponsorship strategy isn't just about high-profile events. The brand also supports emerging athletes and local competitions, effectively building a community around extreme sports. Red Bull’s social media content, including videos, blogs, and athlete profiles, helps maintain its connection with fans, driving ongoing engagement. For instance, Red Bull’s YouTube channel has over 10 million subscribers, primarily tuning in for extreme sports content, reinforcing the brand’s presence in the digital space.
Conclusion
Red Bull’s success through sponsoring extreme sports is a testament to the power of unconventional marketing strategies. By investing in adrenaline-fueled events and aligning itself with athletes who embody its daring spirit, Red Bull has become much more than just an energy drink. It is a cultural symbol for those who crave excitement and adventure. With its continued sponsorship of thrilling, boundary-pushing events, Red Bull has shown that the right sponsorship can create a brand identity that resonates far beyond the product it sells.
