It was previously argued in this paper that there is a si.•th method by which an entre preneur an e.-plait opportunitie. : utilising innovative marketing strategies, philoso phies or techniques. While Red Bull' sports properties appear at first glance to be rather varied and unrelated, the com pany's atta hment to sport in fact has been undertaken with considerable and focused strategic intent. In much the same way as Mate. chitz and his partners branded and designed Red Bull as a mean of differen tiating both its product and product cate g ry fr m better e tablished rivals in the drinks indu. try, in all of Red Bull's sport ing ventures uch branding efforts have been major factors in the corp ration's ucce