Sports Events.
As Red Bull built relatonships through athletes and teams, it wasn't long before it began sponsoring teams, it wasn't long before events. Today, Red Bull has its name dozens of major Red on events, the Red Bull Rampage (mountan bikinging), Red more than once invented an event sponsorships, Red Bull has entirely new lce, a world tour winter extreme Consider Red Bull Crashed cross-only with sport. It's similar to ski cross or snowboard ice hockey of the toughest skates, on ice. In this sport, some speeds of up to 40 in the world jockey for position at place in a per hour. But the real catch is that the race takes and other 500-meter ice canal filled with bumps, jumps, berms, obstacles. The cameras capture all the action as competitors race past screaming fans and Red Bull banners Music and Entertainment. Recognizing that its target cus tomers weren't sports the time, Red Bull extended its strategy for endorsements and events to the world of music and entertainment. With its penchant for sniffing out the unique, Red Bull sponsors artists, teams, and events in dance, music, film video games, and other creative media. Red Bull Flying Bach is a performance troupe that wraps breakdancing around the music of Bach. Red Bull Canvas Cooler nationwide invitational competition for top artists to redesign the iconic Red Bull cooler. And Red Bull Common Thread is a new concept on the concert circuit-back-to-back performances by bands that sharedmem bers at different points in their evolution Programming. As the producer of such TV programs as No Limits on ESPN and such films as That's It, That's All, Red Bull i not new to media production. But in perhaps its most ambitious undertaking yet, Red Bull has created Red Bull Media House the centre of the global Red Bull media network" and "your gat into the world of Red Bull The network spans TV mobile, digital, and music. With this move, Red Bull has defined itself as a major multimedia content provider. As just one example of how extensive this network is, consider the music arm of Red Bull Media House. Nothing short of a com- plete music division, it includes Red Bull Publishing (a hub for all music and audio generated in the Red Bull Media House), Red Bull Records (its own music label and Red Bull Radio Services (an Internet-based radio network and original shows). Through this music media network. Red Bull puts its brand at the center of a cooperative of companies, brands, and artists, encouraging them to take part in Red Bull's resources Multiplying this across the other major media in the Red Bull Media House network, it's clear that Mateschitz sees Red Bull not as a beverage brand, but as a global lifestyle brand with boundar ies that have not yet been reached. He calls the recent multimedia assault "our most important line extension so far," with the go to "communicate and distribute the "World of Red Bull' in all ma jor media segments." As with all the other promotional ventures, Mateschitz hopes Red Bull Media House will turn a profit. But as with his sport teams, he's willing to be patient and bank on the promotional value of these activities