Sport-Related Branded Entertainment: The Red Bull Phenomenon
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.
Kunz, R.E., Elsässer, F. & Santomier, J. (2016). Sport-related branded entertainment: The Red Bull phenomenon. Sport, Business, and Management, 6(5), 520-541. doi:10.1108/SBM-06-2016-0023