Redbull

Topics: Red Bull, Energy drink, Caffeine, Slow Cow / Pages: 2 (390 words) / Published: Jul 27th, 2013
Yesterday, Felix Baumgartner broke the sound barrier in a 24-mile space jump, which shattered the existing record for the highest altitude skydive. The event, titled Red Bull Stratos and sponsored by Red Bull Energy Drink, conformed to the company’s slogan: “Red Bull gives you wings.” The space jump gave Red Bull roughly 8 million eyeballs watching live coverage of the feat and Red Bull’s logo, but will it amount to an increase in revenue for the company and endorsement opportunities for Baumgartner?
“The sponsorship transcended sports and entertainment into Pop Culture, hitting new consumers that Red Bull does not usually capture, and on a global scale,” said Ben Sturner, President and CEO of Leverage Agency, a full-service sports, entertainment and media marketing company. “The value for Red Bull is in the tens of millions of dollars of global exposure, and Red Bull Stratos will continue to be talked about and passed along socially for a very long time.”
Sturner believes that the Red Bull Stratos was one of the greatest marketing stunts by Red Bull, and perhaps the greatest marketing stunt of all time. Importantly, Sturner says that there is no way the Red Bull brand could get cut out of the press coverage.
Red Bull is not the only winner, though. Daredevil Felix Baumgartner should be able to capitalize off of his courage and fearlessness. First of all, it is very likely that Red Bull uses Baumgartner’s image and likeness, along with video of the Red Bull Stratos free-fall in company advertising, media and appearances. Sturner believes that Baumgartner will have the opportunity to take part in a plethora of speaking engagements (and be paid handsomely for same), but that it will be difficult for him to get many other endorsement opportunities since the event was so Red Bull-centric. However, Sturner does think that there are a few endorsement categories that may make sense for Baumgartner, including video games, apparel and snack food.
Overall, no matter how

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