Why is Red Bull involved in the majority of Extreme Sports?
One of Red Bull’s most valuable and well-known has been their involvement within Extreme Sports, supporting and creating high-octane events such as the Red Bull Air Race, Red Box Soap Box Racing, as well as motor-cross events, snowboarding and cliff-diving. Not only have Red Bull invested heavily in creating events, but they’ve played a major role in supporting extreme sports from youth levels, enabling extreme sports to become increasingly accessible.
Over the years Red Bull have been able to connect with young audiences all over the world, sharing their brand identity as an enabler of thrilling events, sponsoring and being involved with over 500 extreme sports
In their most notable case of extreme sport and branded content, the Red Bull Stratos project, which saw Austrian skydiver Felix Baumgartner freefall 128 kilometres from the edge of space. The jump broke the world record and generated more media attention than any other branded advert could; creating vast amounts of brand awareness with over 8 million people watching the live Youtube stream. Red bull printed their logo in several places on Baumgartner’s space suit, for all 8 million live viewers to see, the YouTube video now hold over 40 million views. Costing an undisclosed amount, the price of Felix Baumgartner’s fall has been estimated to approximately $30 million, only a fraction of the $300 million Red Bull annually spends on sports marketing, but if Red Bull have managed 40 million views on a single YouTube video, one would hope it’s an investment.
Felix Baumgartners jump in the stratosphere on 14th October 2012