Sponsorships

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Red Bull engages in a number of sponsorships over a variety of areas, particularly sports, as part of their integrated marketing campaign. This has ensured that their brand has put forward a positive image, showing that they invest money into a variety of areas and into the futures of others. Red Bull is very actively involved in car and motorbike racing, sponsoring a number of drivers in events such as the F1, WRC, Grand Prix and MotoGP. They’ve also engaged in sponsorships in ice hockey, surfing, music, skateboarding, snowboarding, bike riding, and adventure activities, such as cliff diving.

Red Bull has ensured a large amount of brand publicity and association through their sponsorship of various activities. These sponsorships also contribute to Red Bull’s brand image, as they sponsor activities that require large amounts of energy and are associated with being exciting and adventurous, lending these qualities to the brand image of Red Bull, and making the brand more appealing to the target market of young, adventurous people with a passion for excitement.

Red Bull is also known to support smaller, one-off events, such as music shows, and the brand logo is often seen in venues such as clubs and pubs where Red Bull is used as a ‘mixer’ with alcoholic beverages. This works to actively show the diversity of Red Bull’s sponsorships.