I attended a Hyrox event today, sponsored by Red Bull, and it made me wonder how one private company can afford to sponsor so many sports and events.
The short answer is that Red Bull is a marketing company that happens to sell one very profitable drink.
•Last year it moved 13.969 billion cans for €12.2 billion in turnover, on a product that costs cents to make
•Production is outsourced, so the cash goes into the brand, with a reported quarter to a third of revenue spent on marketing
•Its approach is to own the teams and events it markets instead of buying ads around them, and those assets earn their own money through prize funds, sponsors and media rights
•It is privately held by the Yoovidhya family and Mark Mateschitz, so nobody asks for quarterly results and it can make bets that take 10 to 20 years to pay off
The events build the image, the image justifies the price, and the margin pays for the next event.
The short answer is that Red Bull is a marketing company that happens to sell one very profitable drink.
•Last year it moved 13.969 billion cans for €12.2 billion in turnover, on a product that costs cents to make
•Production is outsourced, so the cash goes into the brand, with a reported quarter to a third of revenue spent on marketing
•Its approach is to own the teams and events it markets instead of buying ads around them, and those assets earn their own money through prize funds, sponsors and media rights
•It is privately held by the Yoovidhya family and Mark Mateschitz, so nobody asks for quarterly results and it can make bets that take 10 to 20 years to pay off
The events build the image, the image justifies the price, and the margin pays for the next event.