http://abcnews.go.com/Business/felix-baumgartners-red-bull-sponsorship-start-marketers-investment/story?id=17490309
Now that Felix Baumgartner has dropped out of the sky and plummeted safely to earth courtesy of Red Bull, will we see brands move heavily into the sponsorship of science and research?
From a marketing perspective, Red Bull stayed right on message. Their tagline is "Red Bull Gives You Wings." They are involved in a number of sponsorships that emphasize the product benefit—energy in a can—thanks to healthy doses of sugar and caffeine. Those sponsorships include racing, surfing, mountain biking, soccer, bull-fighting, basketball , the X-Games and adrenaline-inducing athletic activities like cliff diving and even an event called Crashed Ice which is a combination of ice hockey, downhill skating and boardercross.
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