Title

Sport-Related Branded Entertainment: The Red Bull Phenomenon

Document Type

Article

Publication Date

2016

Abstract

The purpose of this paper is to introduce a conceptual model of branded entertainment into sport marketing and highlight Red Bull’s strategy as a “best practice”. Branded entertainment, the full integration of advertising into entertainment content, is an innovative marketing strategy that can provide sport enterprises and sponsors with consumer attention and engagement.

DOI

10.1108/SBM-06-2016-0023