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Red Bull lands another U.S. sponsor in deal with Hard Rock - May 5th, 2022

MIAMI GARDENS, Fla. (AP) — Red Bull scored a victory even before the inaugural Miami Grand Prix weekend by landing another billion-dollar American company as a sponsor — a boon as teams scour the fertile U.S. commercial market that has gone mad for Formula One.

Hard Rock International, which is headquartered in Davie about 10 miles from Hard Rock Stadium, announced a multi-year sponsorship deal with Red Bull on Thursday as drivers arrived at the venue. The Miami Dolphins are hosting 85,000 people a day Friday through Sunday, when F1 will debut in Miami and race around the stadium in the first of two events in the U.S. on this year's calendar.

Red Bull has pounced on the opportunities in America and now has signed two major U.S. brands since Max Verstappen won the world championship in December. Red Bull in February signed a $500 million title sponsorship deal with Oracle, the Texas-based technology giant. It is believed to be among the most lucrative commercial deals in sports.

Christian Horner, Red Bull team principal, said only “enough” when asked by The Associated Press the value of the deal with Hard Rock. The agreement makes Hard Rock an official team partner, and it includes Hard Rock's hotels, restaurants and casino resorts.

Keith Sheldon, president of entertainment of Hard Rock International, envisions its properties becoming Red Bull viewing parties during every F1 weekend. Ultimately, the brand wants to create at-track experiences and events at properties in corresponding F1 markets.

Horner acknowledged the expanding U.S. market, which has exploded amid the popularity of the Netflix docuseries “Drive to Survive.” The series, now in its fourth season, has been renewed for two more seasons.

F1 didn't race in the U.S. for four years following its pullout from Indianapolis Motor Speedway in 2007; Circuit of the Americas in Austin, Texas, brought the series back in 2012 and Miami marks a previously unheard of two races in the U.S.

Next year it will be three: F1 in March announced a 2023 night race down the Las Vegas Strip.

“Formula One is going through a tremendous period and suddenly has become available to a whole new demographic,” Horner said in an interview with AP in the Red Bull hospitality paddock. "I think things like 'Drive to Survive have ignited a huge amount of interest in the U.S., and every race is box office (sold out). The product is strong."

He called the pairing with Hard Rock “the most logical partnership we've ever had,” because Red Bull shares so many brand characteristics with the entertainment brand. Sheldon agreed.

“That energy that Red Bull creates is something that we want to associate our brand with, and it doesn't hurt that they are winning a ton of races and reaching a younger demographic," he said.

Sheldon acknowledged that “DTS” helped sell the sponsorship package at Hard Rock.

“There's so many people who weren't familiar with F1 and all the great things happening just five years ago,” Sheldon said. “That series really amplified and ratcheted up what F1 is all about, especially for a localized audience in North America. We see that as an important bullet point in this deal.”

Verstappen and Red Bull teammate Sergio Perez are ranked second and third in the standings, and Verstappen has won two of four races headed into Sunday. The Hard Rock deal gave Red Bull the edge in showing how teams are capitalizing on their new popularity in corporate America.

“I think partners are seeing the offering in what we have to provide, and it’s not just a sticker on a car,” Horner said. “It’s about what happens behind the scenes. It’s all the activations for all your stunts, all the promotions that we’ll be doing. It’s mind-boggling what could be dreamt up.”

Horner noted Red Bull is hosting Jak Crawford, a 17-year-old Texan and part of the Red Bull Junior Team. Crawford races Formula 3 races and had a double-podium outing recently at Imola but in Miami is an official guest of the team.

Horner said Crawford is considered a Red Bull investment as almost all teams are scouting American talent. But Red Bull won't promote an American simply to capitalize on the market.

“Just to have an American driver is not enough,” Horner said. “It's got to be a winning driver. It's got to be a driver who is running up front. When you look at the effect that Max Verstappen has in Holland, or Fernando Alonso has in Spain, you've got to have someone in a winning car with a winning ability.”

Oracle signs F1 title sponsorship deal with Red Bull - 10th February 2022

Software giant Oracle has signed on as title sponsor to newly-crowned Formula One champion Max Verstappen's Red Bull team in a broadening out of the partnership the two parties struck last year.

The new deal, announced to coincide with the launch of Red Bull's 2022 car on Wednesday with which Verstappen hopes to defend his title, will see the team renamed Oracle Red Bull Racing.

The Milton Keynes-based outfit will also make greater use of Oracle's cloud infrastructure to hone race strategy and engine development, including work on the team's new 2026 power units, and help Red Bull drive greater fan engagement.

It will involve applying artificial intelligence and machine learning technology to groom its junior drivers and the setting up of gaming partnership Oracle Red Bull Racing Esports, the team said in a statement.

Oracle's scaled up partnership with Red Bull further boosts the profile of American companies in Formula One, which was acquired by U.S.-based Liberty Media in 2017.

Red Bull count retail giant Walmart among its partners, while U.S.-headquartered multinational Cognizant are joint title sponsors of the Aston Martin team.

New York-based investment group MSP Sports Capital has a significant minority stake in McLaren while Dorilton Capital acquired Williams in 2020, making them the second U.S.-owned team after Haas.

America, where the sport has been steadily gaining popularity thanks in part to Netflix series 'Drive to Survive', is an important market for Formula One.

The country will have two races on the calendar this year with the Miami Grand Prix, scheduled for May, joining October's U.S. Grand Prix in Austin, Texas.

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Red Bull tops The One Centre’s transmedia campaign chart

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Felix Baumgartner’s stratosphere skydive has been named the world’s best transmedia campaign for 2012 by The One Centre’s publication, Branded Arts Review.

The Red Bull Stratos project heads up the top five transmedia campaigns of the last 12 months, and the announcement coincides with the YouTube video of the event exceeding 32 million views.

John Ford, CEO of The One Centre (pictured), said: “The Red Bull Stratos project was a most outrageously ambitious execution of Red Bull’s extensive branded entertainment catalogue and like all great risks it has paid off ten-fold with immense attention and a huge ramp up in awareness of the brand.

“We have seen estimates that the campaign has garnered media attention worth about $155 million and it has been prominently features across all types of media, either paid, owned, or earned.”

Second in the top five was Coca-Cola’s ‘Move to the Beat of London’, the largest Olympics activation in Coca-Cola’s 84-year association with the games.

The other transmedia campaigns to make the top five were Intel and Toshiba’s ‘The Beauty Inside’, AT&T’s ‘Daybreak’ and Google’s ‘Exhibitions’.

Ford added: “With such spectacular and great branded arts and entertainment work being released in 2012, I predict 2013 will see an acceleration in the usage and impact of transmedia campaigns for brands across all marketing categories.”

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RedBull YouTube.com Felix Baumgartner's supersonic freefall from 128k' - Mission Highlights

About Oracle Corp

Company Information

Oracle Corporation provides products and services that address enterprise information technology (IT) environments. The Company’s businesses include cloud and license, hardware and services. Its products and services include applications and infrastructure offerings that are delivered through a variety of IT deployment models. These models include on-premises deployments, cloud-based deployments, and hybrid deployments. Its Oracle Cloud Services offerings include Oracle software-as-a-service (SaaS) and Oracle Cloud Infrastructure (OCI) offerings, which provides integrated stack of applications and infrastructure services delivered via cloud-based deployment models. Its Oracle Cloud Services integrate the IT components, including software, hardware and services, on a customer’s behalf in a cloud-based IT environment. Its Oracle cloud license and on-premise license deployment offerings include Oracle Applications, Oracle Database and Oracle Middleware software offerings, among others.

Oracle Corporation is an American multinational computer technology corporation headquartered in Austin, Texas. In 2020, Oracle was the third-largest software company in the world by revenue and market capitalization The company sells database software and technology (particularly its own brands), cloud engineered systems, and enterprise software products, such as enterprise resource planning (ERP) software, human capital management (HCM) software, customer relationship management (CRM) software (also known as customer experience), enterprise performance management (EPM) software, and supply chain management (SCM) software. (Wikipedia)

Sponsorships

On October 20, 2006, the Golden State Warriors and the Oracle Corporation announced a 10-year agreement in which the Oakland Arena would become known as the Oracle Arena. The agreement ended after the 2018-2019 NBA season when the Warriors relocated to the Chase Center in San Francisco.

Larry Ellison's sailing team competes as Oracle Team USA. The team has won the America's Cup twice, in 2010 (as BMW Oracle Racing) and in 2013, despite being penalized for cheating.

Sean Tucker's "Challenger II" stunt biplane is sponsored by Oracle and performs frequently at air shows around the US.

In January 2019, the San Francisco Giants entered into a 20-year agreement to rename their stadium Oracle Park.

From the 2022 Formula One season, Oracle signed a 5-year deal worth $500m to become title sponsors of Red Bull Racing. In 1994 and 1995, Oracle sponsored Benetton. It was revealed in July 2022 that NASCAR's Joe Gibbs Racing team tried to sign a sponsorship with Oracle after Mars Inc. would announce they would leave JGR after the 2022 season, but the deal reportedly fell through.