Red Bull's F1 dominance showcases the extreme power of sports marketing
- Written by Robin Ireland, Honorary Research Fellow, University of Glasgow
This year’s Formula One season has been dominated by one driver, Max Verstappen, and one team, Red Bull. A sport once financed by tobacco sponsorship, now has its fastest car bankrolled by an energy drink.
Commercially, Red Bull’s presence in Formula One makes perfect sense. Any global brand would love to take centre stage in a sport...