The energy drink Red Bull has developed a fun, edgy, maverick identity to match the young male adult segment it targets. To stay true to this brand identity, Red Bull’s leadership decided not to go with business as usual and sponsor another sporting event like the Coca-Colas and Procter & Gambles of the world. Instead, they set out to control the entire brand experience in a different way by producing the events themselves—and even by inventing a completely new sport!

Watch the following video to learn more about the extreme steps Red Bull has taken to invest its own money in the creation and ownership of sporting events and teams, all with the goal of building the brand’s name, image, and dedicated following. For Red Bull, brand alignment is the name of the game.