Red Bull operates under a fundamentally different principle than other brands. Other brands look for something to sponsor that aligns with their brand ideals o

Red Bull operates under a fundamentally different principle than other brands. Other brands look for something to sponsor that aligns with their brand ideals or image. Red Bull creates the sponsorship opportunities for their brand. In doing so, Red Bull creates a) a much deeper connection with the activities and athletes they sponsor, and b) creates a brand that feels far more genuine than simply slapping their name on something. The result is not something that's "brought to you by" or "in partnership with". The sponsorships, the teams, the athletes; they _are_ Red Bull. That sort of identity has an incredible connection, and one that can drive it's own revenue in addition to driving fizzy drink sales.