Abstract
The purpose of the project is to study what makes the effectiveness of Red Bull strategies in the sport sponsorship industry by relying on three mains objectives to answer this question, first showing which objectives Red bull try to achieve, and what strategies they are implementing. Then it will allow us to understand why they are so successful and to show that they are revolutionizing sport sponsorship. To achieve those objectives we will review the literature and conduct a survey to potential Red Bull consumer.
Sport sponsorship has come a long way since the Roman Empire. When gladiator fights were staged by the wealthy as a means of displaying their power and influence within the local community. Nowadays sports sponsorship has turned into one of the most effective marketing tool for companies and they are using it as a way to build brand loyalty and support. This method proves to be effective in a world slightly hostile to all kind of marketing communication. According to IEG sport sponsorship report, sport sponsorship represent more than 65% of 2013 projected sponsors' expenditures.
