Sport-related branded entertainment: the Red Bull phenomenon

Kunz, Reinhard; Elsässer, Franziska; Santomier, James

doi:10.1108/sbm-06-2016-0023

Cited by 21 publications

(12 citation statements)

References 27 publications

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“…Soda, sports drinks, and energy drinks are routinely marketed depicting youth, masculinity, and sporting prowess [62]. Sports drink and energy drinks, in particular, align their brands with elite sports and extreme sports and sports drinks are ubiquitously promoted via sports sponsorship [62][63][64].…”

Section: Discussionmentioning

confidence: 99%

Consumption of Sugar-Sweetened Beverages, Juice, Artificially-Sweetened Soda and Bottled Water: An Australian Population Study

et al. 2020

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Reducing consumption of free sugars, such as those found in high concentrations in manufactured products such as sugar-sweetened beverages (SSBs) and 100% fruit juices, is a global public health priority. This study aimed to measure prevalence of widely available pre-packaged non-alcoholic water-based beverages (carbonated sodas, sports drinks, energy drinks, artificially-sweetened sodas, fruit juices (any type), and bottled water) and to comprehensively examine behavioral, environmental, current health, and demographic correlates of consumption. A cross-sectional, nationally-representative population survey of 3430 Australian adults (18+ years) was conducted using computer-assisted telephone (mobile and landline) interviewing. Past week prevalence of pre-packaged drinks containing free sugar was 47.3%; daily prevalence was 13.6%. Of all the pre-packaged drinks assessed, consumption of fruit juices (any type) was the most prevalent (38.8%), followed by bottled water (37.4%), soda (28.9%), artificially-sweetened soda (18.1%), sports drinks (8.1%), and energy drinks (4.2%). Higher soda consumption was associated with males, younger age, socio-economic disadvantage, frequent takeaway food consumption, availability of soda in the home, obesity, and a diagnosis of heart disease or depression. A diagnosis of Type 2 Diabetes was associated with increased likelihood of consuming artificially-sweetened sodas and decreased likelihood of consuming sugar-sweetened soda. SSB consumption is prevalent in Australia, especially among young adults and males, foreshadowing continued population weight gain and high burdens of chronic disease. To reduce consumption, Australia must take a comprehensive approach, incorporating policy reform, effective community education, and active promotion of water.

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Section: Discussionmentioning

confidence: 99%

Consumption of Sugar-Sweetened Beverages, Juice, Artificially-Sweetened Soda and Bottled Water: An Australian Population Study

et al. 2020

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“…By these means, Sport VR may even attract new consumers that neither attend sport events nor view sport on TV, such as thrill seekers who have the opportunity to experience, for instance, action sports (e.g. Red Bull sponsored sports as cliff diving or wingsuit jumping; Kunz et al , 2016). Sport organizations, media companies and sponsors also should consider the unique engagement opportunities that a combination of real sports and e-sports in augmented and virtual environments may provide (Hebbel-Seeger, 2012).…”

Section: Discussionmentioning

confidence: 99%

Sport content and virtual reality technology acceptance

Kunz

Santomier

2019

SBM

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PurposeNotwithstanding the dynamics of digital transformation and its relevance for revenue generation in the entertainment industry, empirical research that focused on consumer behavior at the intersection of sport content and media technology acceptance is limited. Virtual reality (VR) is a re-emerging and nowadays commercially available technology that impacts sport consumed through media. The purpose of this paper is to investigate the consumer acceptance of VR technology and highlight the effects of content quality and flow experience as influencing factors of behavioral intention.Design/methodology/approachBased on a literature review, the authors constructed and empirically tested a model that extends the unified theory of acceptance and use of technology (UTAUT2) by considering additional antecedent factors. Participants (N=570) in the empirical study viewed sport content via VR technology (Sport VR) and completed a survey before and after viewing. The authors conducted factor analysis and structural equation modeling.FindingsThree UTAUT2 influencing factors, i.e., performance expectancy, social influence and hedonic motivation, showed significant effects. Furthermore, flow and content quality had positive indirect effects. Thus, the quality of sport content and the state of flow that users experience when immersed in a VR environment are relevant factors that determine the performance expectations of consumers and their Sport VR usage intention.Originality/valueThis empirical study contributes to knowledge on consumer acceptance of a hedonic technology in a sport media context. Moreover, two factors extended the established UTAUT2 model.

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“…If we talk about the marketing component, then we must admit that Toro Rosso cars were constantly painted in the colors of Red Bull, the name of this company was written on them and also the names of smaller companies that collaborated with Red Bull concern got their place on machines. (Kunz et al, 2016) From 2017 to 2019 Toro Rosso had another livery which gave Red Bull concern an opportunity to advertise their new drink, which was sold in cans with a similar color. Before 2020 season the rebranding took place: The team changed its name to Alpha Tauri and repainted its cars in order to actively advertise the new Red Bull projecta fashionable brand of clothes.…”

Section: Figure 10 Share Of Red Bull and Toro Rosso Points In Total mentioning

confidence: 99%

Analysis of the Effectiveness of Toro Rosso Team as a Supporting Team of Red Bull Concern in Formula 1

Egorov

Averin

2021

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Background. The main goal of this research was to study the activities of Formula 1 team Toro Rosso in order to understand the peculiarities of its functioning and its role in realization of the performance program of Red Bull concern in this auto racing championship. This study provided an in-depth look at one of the most unusual examples of partnership in professional sports – Red Bull and Toro Rosso alliance. Methods. The main research method was the collection and interpretation of statistical data concerning various characteristics of the performance of Toro Rosso team and its pilots in Formula 1, primarily sports performance. Also, additional facts were collected, which made it possible to give a more detailed description of the role of the Toro Rosso team in realizing the goals of Red Bull concern in Formula 1. Results. During the study various characteristics were identified that reflect the peculiarities of managing Toro Rosso team. Among them we want to admit the next ones: A) Toro Rosso confirms the status of the team that prepares pilots for the performance in the main team Red Bull; B) TR, with some features, matches the status of “junior” team; C)–among the personnel decisions, connected with the Toro Rosso team in Formula 1, there were both successful and ineffective ones; D) the team brings sufficient benefits to both the main team of Red Bull and the entire Austrian concern. Conclusions. Toro Rosso team proves the effectiveness of its existence and its value for Red Bull concern, and in order to increase the efficiency of its activity the leaders of Austrian company should continue to realize the strengths of the team, taking into account the interests of the RB main team, and, at the same time, improve the principles of personnel policy, carefully think out the positioning of team and correct the character of work of Red Bull Junior Team program. Keywords: sports partnership, management, motorsport, team-satellite.

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Sport-related branded entertainment: the Red Bull phenomenon

Cited by 21 publications

References 27 publications

Consumption of Sugar-Sweetened Beverages, Juice, Artificially-Sweetened Soda and Bottled Water: An Australian Population Study

Consumption of Sugar-Sweetened Beverages, Juice, Artificially-Sweetened Soda and Bottled Water: An Australian Population Study

Sport content and virtual reality technology acceptance

Analysis of the Effectiveness of Toro Rosso Team as a Supporting Team of Red Bull Concern in Formula 1

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