Redbull Case

Journal of Sponsorship Volume 3 Number 4

Entrepreneurship through sports marketing: A case analysis of Red Bull in sport
Samantha Gorse, Simon Chadwick* and Nicholas Burton Received (in revised form): 14th Aprii, 2010 *Centre for the International Business of Sport, Coventry University, Priory Street, Coventry CV1 5FB, UK Tel: -H44 24 7688 7688; Fax: -i-44 24 7688 8400; E-mail: [e-mail]

Samantha Gorse is a doctoral candidate at Coventry University Business Sciiooi and a researcher for the Centre for the International Business of Sport (CIBS). Her main research interests include the impact of corruption in sport on sport marketing strategy and sport sponsorship. Simon Chadwick is Professor of Sport Business Strategy and Marketing at Coventry University. He is Director of CIBS, Editor of the International Journal of Sport Marketing and Sponsorship and has worked with organisations involved in sport inciuding the Football Association, MasterCard, the four tennis Grand Slams and FC Barcelona. Professor Chadvi/ick has been widely quoted in various media outlets inciuding the Wall Street Journal, Forbes, Time, Newsweek, The Economist, Bioomberg, CNN, Reuters and the BBC. He is the author of more than 300 books, papers, articies and reports on sport. Nicholas Burton is a doctoral candidate and research scholar at Coventry University Business School and researcher for CIBS. His research has received international media attention, including a number of book chapters, press articles and journal publications. His main research interests include ambush marketing, sport sponsorship, athlete endorsements and sports celebrity branding, with particular focus on the management of sport marketing and sponsorship.

ABSTRACT

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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,

References: CONCLUSION Ultimately, the success of Mateschitz as a sports entrepreneur is in many ways unparalleled. While other entrepreneurs have similarly developed successful businesses, and other sports owners and innovators have perhaps achieved greater success within the sporting realm, few companies rival Red BuU 's innovation and perseverance in utilising sport as a key driver of business and extension of the core brand. Remaining true to the company 's core values and identity, Mateschitz has used sport to further promote and grow the Red Bull brand and reach a broader audience of fans and consumers internationally. By stressing authenticity and establishing the brand as an icon of the extreme sports subculture, the company has pioneered not only the energy drinks market, but also the use of sport as a brand extension. Given the success Red BuU has achieved over the past 25 years, and what is known about entrepreneurship and the role it plays in sport. (1) Gschwandtner, G. (2004) 'The powerful sales strategy behind Red Bull ', Selling Poti 'er, available at: http://www.selling power.com/article/display.asp?aid=SP22 29597 (accessed 25th May, 2009). (2) Keller, K. L. (2002) 'Best Practice Cases in Branding ', 3rd edn, Prentice-Hall, New York, NY. (3) Klayman, B. (2009) 'Global sports market to hit $141 billion in 2012 ', Reuters, available at: http://www.reuters.com/article/news One/idUSN 1738075220080618 (accessed 5th June, 2009). (4) Schumpeter,J. A. (1974) 'The Theory of Economic Development ', Oxford University Press, Oxford. (5) 77íí ' Economist (2002) 'Selling energy — Red Bull 's Dietrich Mateschitz ', Tlie Economist,Vol 363, No. 8272, p. 62. (6) Gschwandtner, ref. 1 above. (7) Curtis, B. (2006) 'Herr Mateschitz wants to juice you up '. New York Times, 29th October, available at: http://www.nytimes.com/2006/10/29/ sports/playmagazine/1029playjuice .html (accessed 20th May, 2009). (8) Ibid. (9) Higgins, M. (2007) 'Red BuU 's headlong frozen dash is a crash course in marketing ', NewYork Times, 3rd March, available at: http://www.nytimes.coni/ 2007/()3/03/sports/othersports/03ice. html?ex= 13305780()0&en=3179642a226 f8844&:ei=5088&partner=rssnyt&emc= rss (accessed 16th July, 2009). (10) Schumpeter, ref. 4 above. 1 HENRY STEWART PUBLICATIONS 1754-1360 JOURNAL OF SPONSORSHIP VOL. 3 NO. 4. 348-357 AUGUST 2010 357 Copyright of Journal of Sponsorship is the property of Henry Stewart Publications LLP and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder 's express written permission. However, users may print, download, or email articles for individual use.