Ready energy drink have used sports sponsorship to place their brand at the forefront of the energy drink market. As a completely new drink - carbonated energy drink, they had to distinguish themselves. They did this through acquiring rights, teams and unique properties, as well as distributing at a 'grassroots level' eg. Red Bull has determined that young males primarily and young adults in general are their target audience. They have been very smart in activating fast paced, proprietary type action sports vehicles where Ready energy drink is the sole presenter, as opposed to being just one of a group of sponsors. They seek to dominate whatever activity they engage in to position RB as not just an energy drink, but a lifestyle brand as well.