“Fearless” Felix Baumgartner and his family wont have been the only ones celebrating long into the night following his 24-mile freefall. Presumably aided by crates of their own product, it wasnt a bad day either for the countless sponsorship, media and production staff employed by Red Bull – the energy drinks brand that conceived, paid for and covered the stunt.
A one-two in the Korean GP for the Formula One team they own, followed by an event likely to go down in the syllabus at PR colleges in years to come was the reward for an event that was seven years in the planning. In coming up with innovative new ways to sell heavily caffeinated fizzy water, the brand is also seen as redefining the sports sponsorship market.
