Why do Red Bull wish to be associated with the types of events noted in this case study?

Analysis of Felix Baumgartner’s incredible jump from the edge of space on 14 October 2012 showed he reached a top speed of 843.6 mph. When he stepped out of his capsule above New Mexico at 127,852.4 feet, his heart was pumping at a rate of 185 beats per minute. In making the jump, he became the first person to break the sound barrier without help from a vehicle, reaching Mach 1.25. Baumgartner spent 5 (out of the 6)
minutes in free fall, and had to use his years of training to recover from a terrifying spin which saw him at one point rotating faster than once every second. This event, under the campaign name Red Bull Stratos, was undoubtedly a great personal and, many would say, commercial achievement. Baumgartner and sponsor Red Bull’s records should remain intact for some time to come, having been submitted to the Federation Aeronautique Internationale (FAI) for official verification.