Red Bull Media House, a media-oriented segment of the Red Bull franchise, has signed TV deal with Fox Sports from 2014 through to 2016. Fox Sports has aquired the broadcasting rights to four major sports events that Red Bull is affiliated with: Crashed Ice, X-Fighters, Cliff Diving, and Air Race. Fox Sports’ FS1 and FS2 networks allow Fox to have 48 hours of programming per day, and Michael Bloom, Senior VP of original programming at Fox, said, “This is something we’ve had our eye on for a while” (Mickle).

(Red Bull Crashed Ice in Munich, 2010)

This is a huge partnership, as one of the largest television networks in America partners with the largest energy drink in the world. For both companies, this can be considered a huge win. Red Bull will generate increased awareness and interest in their product, as they are able to take advantage of Fox Sports’ massive audience. In addition, Fox Sports is able to double their programming per day, and include exciting and entertaining content that consumers will enjoy.

After completing the SWOT analysis of Monster Energy, I was very interested in this article. It could potentially be hard for Monster to find a partnership of their own to compete with Red Bull, although NBC Sports was the previous network to feature Red Bull’s events and may now be looking for a similar product to fill the void. It will be interesting to see how Monster handles this huge partnership, and what moves they will make moving forward to stay competitive.

Works Cited:

Mickle, Tripp. “Fox Deal a Milestone for Red Bull.” SportsBusinessDaily. Street and Smith’s Sports Group. 07 Oct. 2013. Web. 07 Oct. 2013