While the company is of course well known for its energy drink, its approach towards marketing the drink through cultivating a "brand myth" (read: plastering Red Bull logos everywhere in sports events by sponsoring teams and whatnot, as well as an emphasis on lifestyle news on its website and similarly-targeted magazines) effectively made it more of a media house that happened to be selling energy drinks than just a beverage company, something the likes of Monster Energy also tried to emulate with Ken Block and Valentino Rossi being a few of its most prominent endorsers. To this end, Red Bull has sponsored countless sports teams from football to Formula One to various World Rally Championship works crews (not to mention having established a couple or so racing teams themselves), and has even ventured into lifestyle magazines and luxury clothing of all things.
Selected works (magazines, TV series, etc.):
- The Red Bulletin
- Red Bull TV
- Red Bull Records
- The Red Bull X2010 prototype car in Grand Turismo 5.