New markets - The return of the air
show: Red Bull Air Race
The gradual, calculated expansion of Red Bull into new markets has underlined the company' early uccess, and its presence in sport has been no different. Before joining the ranks of Fl, Red Bull recognised a potential niche market that had yet to be exploited: the idea of merging the speed and racing elements from Fl with flying, a long-time passion of Mateschitz. The Red Bull think-tank, responsible for devising