Red Bull Boosts Athlete Spend as Profits Rise

Marketing and sponsorship details

Sponsorship costs climbed 22% in 2025. Within the overall marketing budget, payments to athletes and teams made up 48% of the total. Red Bull notes that sponsorship totals do not include contributions from third parties, and that the rest of its marketing line covers customer and retailer promotions.

How the playbook is evolving

Red Bull has been widening its sports investment beyond football and motor sports. In 2025 the company brought a Newcastle-based rugby union club into its portfolio and divested part of its holding in the Alinghi sailing outfit.

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Watch the fine print

Red Bull remains closely held and follows a longstanding no debt policy, sharing financial snapshots mainly through annual filings in Austria's corporate registry. In Europe, regulators are conducting an in-depth antitrust investigation over claims the firm tried to restrict rivals selling energy drinks in container sizes bigger than its standard 250ml cans. The company has not yet announced a dividend on 2025 results. Last year, the billionaire duo of owners - Mark Mateschitz and the Thai Yoovidhya family - collected €1.3 billion in aggregate, the largest distribution since 2021.

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How To Use ChatGPT & Claude To Research Stocks Like A Pro

NEWS / Stock

Red Bull Turns Up Athlete Marketing Spend as Profits Climb

Summary:

What happened

Marketing and sponsorship details

How the playbook is evolving

Watch the fine print

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