While there is no denying the impor tance and relevance of these ways of demonstrating entrepreneurial spirit, this study further argues that a sixth method has emerged by which an entrepreneur can exploit the opportunities pre. ented demonstrated by the ucce s achieved
by Red Bull - by utilising innovative marketing strategies, philosophies or te hniques. It is in expanding upon this view of entrepreneurship that this case study seeks to explore Red Bull as a sports brand, underlining the importance f innovation, imagination and creativity in the evolution of the brand from energy
drink to sports empire.