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The brand’s tagline “gives you wings” has been synonyms with the brand just as much as its two red bulls butting head to head have been. But what helped this energy take a step forward in its marketing strategies is Sponsorships. To be precise, sports sponsorship.
Redbull is known to have its name associated with teams in sports and extreme sports. And over the years, it has been using its sponsorships to market its brand and identify as a fearless brand. It started its sponsorships in 1989 when it sponsored an Austrian football team. Since then, it’s gotten into an array of sponsorships in the sports category.
We all recall Red Bull being a sponsor in the F1 racing championship after taking over from Jaguar. Since its take-over, the teams won three titles. The brand completely rebranded the team, and its strategy to get into racing ticks its box in terms of being in extreme sports.
Redbull has been sponsoring football brands since the start. They not only rebrand the team but take name rights as well, be it FC Red Bull Salzburg or RB Leipzig. The brand heavily invests in football teams, and although there may be divides between the fans with its involvement, the brand investment gives the teams both growth and support.
The brand has been supporting extreme sports like skydiving and now has more than 500 extreme sports being sponsored by the brand. The brand has used the negligence of the audience on extreme sports to its advantage and used sponsorships as a strong marketing tool. With the brand having its logo printed all over players and getting rights on team names, the brand moves forward and has successfully managed to create a powerful and strong brand image.
With this marketing technique, not only has the brand indirectly promoted itself, it become more than a manufacturer of energy drinks. It become a sporting and fearless brand and invests in and supports all sports, a sponsorship technique that truly gave the brand wings.
