Entrepreneurship through sports marketing: A case analysis of Red Bull in sport.

Gorse, Samantha; Chadwick, Simon; Burton, Nicholas

This paper provides a case analysis of energy drinks manufacturer Red Bull as a leading sport entrepreneurial brand, highlighting the brand's emergence in sport through six key strategies pursuing new methods of production, new sources of supply, new products or services, new markets, new forms of organisation and utilising innovative marketing strategies, philosophies or techniques. The case identifies key concepts behind the growth and development of the Red Bull brand, and highlights the use of sport and innovative marketing and branding strategies as integral steps in building the company into one of the largest, most diverse sports empires worldwide. The paper concludes by offering a number of implications for Red Bull and other brands seeking to replicate Red Bull's success, outlining a number of strengths and potential shortcomings of the brand's strategy.

BRANDING (Marketing); BRAND extension; ENTREPRENEURSHIP; MARKETING; MARKETING strategy; ENERGY drink marketing

Journal of Sponsorship, 2010, Vol 3, Issue 4, p348

1754-1360

Academic Journal