Visit the Red Bull website (www.redbull.com). Search for athletes from your own home country who have been sponsored by Red Bull. Why do you think these particular athletes have been chosen to represent the brand? Red Bull states that it doesn’t accept applications from people looking for sponsorship, but instead selects the athletes and teams to sponsor. Why do you think this is the case?

How important is social media to the success of the Red Bull brand? Visit Red Bull’s social media accounts on Facebook, Twitter, Instagram and YouTube. How does the content disseminated on these social media platforms contribute to the brand’s image?