Red Bull Sports

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In this week’s edition of Learning the Venture, we’re going to be taking a look at the various organizations, teams, clubs, etc. that make up the global sporting empire of one of the most popular and iconic energy drink brands, Red Bull.

This model has always fascinated me; acquiring and developing clubs, teams, and events across a multitude of sports with your name and logo slapped on the front.

Obviously, it’s fairly more intricate than that, or else anyone would do it! But that is what makes this practice from Red Bull so impressive. What I particularly enjoy is how they haven’t just acquired an entity to say they’ve done so.

It’s all been strategic.

In today’s post, we’re going to look at the various entities that have been given wings by the Austrian born beverage, and how they all tie into not only each other, but the success and famous image that is Red Bull today.

In 2024 we are all by now accustomed to seeing every now-and-then some billionaire, private equity firm, or ownership group purchase a sports team.

Most recently, we’ve seen the rise of multi-club ownership within world football, with the most notable group being City Football Group. This group owns or owns shares in the below football clubs around the world:

• Manchester City FC

• Melbourne City FC

• New York City FC

• Girona FC

• Palermo FC

• Montevideo Torque

• Club Bolivar

The above model is becoming common practice within football, but has fans of the sport divided, for multiple reasons. While we won’t get too much into MCO in this edition, I will be writing a separate edition in due course, so stay tuned!

Red Bull has done this and then some, making them a truly unique case study in the world of sports investment and marketing.