$640 Million Red Bull Plays the Substitution Game With Team Partners Ahead of the 2023 Season

Red Bull has become a huge name in F1 since its inception. Besides the fame and popularity of its Energy drink brand; the team has done exceptionally well to make a mark in the pinnacle of motorsport. After about a decade and a half, the $640 million-worth RBR certainly has got a command over how they function as an F1 team. This is quite evident in their recent sponsorship dealings, as there were rumors about several partnership changes by Christian Horner and Co. for 2023.

As per Sponsor Watcher Decalspotters, the names of their long-term partners, Puma and Citrix, were missing from their updated partner list on their website. Puma has been one of the oldest partners for the Milton Keynes team and was its team apparel partner. While Citrix has also disappeared from this partners list, which is a cloud computing company.

Though, Red Bull may have resorted to a substitution game with their team partners. As the team has continued with Castore, a British apparel brand that also sponsors McLaren for apparel and merchandise.

There is no official confirmation by either Red Bull or Puma and Citrix about who has decided to call it quits on their partnership. Yet, the official partners’ list for the Austrian team suggests the end of the road for these long-term associations.

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Red Bull has perhaps joined the silly season of sponsorships in F1. Their rival Ferrari has also potentially dropped a couple of major partners ahead of the 2023 season. Meanwhile, there are reports of sponsorship conclusions at Williams and AlphaTauri as well. Nevertheless, Red Bull’s marketing does not seem to stop with several show runs and activities planned this year.

The Marketing Mania of Red Bull Racing

Red Bull’s entire premise of owning F1 teams was initially centered around marketing its drinks brand. Although, now that they have focused on being the best competitively, this marketing agenda is on the back burner.

But, to be fair, Red Bull’s winning streak is only positively affecting the sales of their drinks brand and the brand value. Eventually, the agenda and objectives are getting fulfilled as the F1 speed and adrenaline are helping to boost the business numbers up.

Besides their winning success on the track, Red Bull often plans a lot of marketing show runs. Likewise, in 2023 as well the team has scheduled some eye-catching show runs and events with its old cars.

The first one of these will be at the Bathurst 12-Hour event in Australia. Red Bull’s 2011 championship-winning car – the RB7 will run around Mount Panorama during the Bathurst event. It will be a full show down under with the 2011 F1 beast on display for public access as well in addition to the demo laps.

Besides, Red Bull has planned a show run in India as well this year. After almost a decade after the Indian GP, F1 will return to India due to this show run. RBR has planned to run the RB7 in the streets of Mumbai and Delhi as per updates on Red Bull’s official website.

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Red Bull’s marketing strategy has surely paid off for them with their F1 success. They find them in a dominant position today from a business perspective as well as on the sports front. This surely helped the team to make such sponsorship calls with big brands like Puma. Let us know your thoughts on Red Bull’s marketing.