Sport-related branded entertainment: the Red Bull phenomenon

Sport-related branded entertainment: the Red Bull phenomenon PurposeThe 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.Design/methodology/approachBranded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed.FindingsA communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships.Research limitations/implicationsThis study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept.Practical implicationsThe research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool.Originality/valueThis paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Sport, Business and Management: An International Journal Emerald Publishing

Sport-related branded entertainment: the Red Bull phenomenon

Loading next page...
 
/lp/emerald-publishing/sport-related-branded-entertainment-the-red-bull-phenomenon-4emjrj9Q5m
Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
2042-678X
D.O.I.
10.1108/SBM-06-2016-0023
Publisher site
See Article on Publisher Site

Abstract

PurposeThe 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.Design/methodology/approachBranded entertainment was theoretically framed and conceptualised. Using an inductive approach Red Bull’s portfolio of self-generated action/extreme sport content as well as its production, distribution and viral processes were analysed.FindingsA communication model of sport-related branded entertainment was developed to distinguish actors such as athletes, sponsors, and co-operating companies, traditional and new (sport) media as well as sport consumers and prosumers and analyse their actions and relationships.Research limitations/implicationsThis study is limited to Red Bull’s branded entertainment activities. However, a thorough conceptualisation and analysis of branded entertainment and findings of unique characteristics and anomalies related to branded sport entertainment allows academics and professionals to understand and apply the concept.Practical implicationsThe research theme triggers a dialogue and encourages marketing practitioners to consider alternative ways to engage their target audiences and expand their integrated communication strategies via a unique and dynamic promotional tool.Originality/valueThis paper contributes to the sport value framework by addressing “value co-creation” in a sport media and marketing context. By highlighting the Red Bull phenomenon as an innovative approach a successful integration of branding and sponsorship activities into sport entertainment content production, distribution and viral marketing is presented.

Journal

Sport, Business and Management: An International JournalEmerald Publishing

Published: Nov 14, 2016

There are no references for this article.

You’re reading a free preview. Subscribe to read the entire article.


DeepDyve is your
personal research library

It’s your single place to instantly
discover and read the research
that matters to you.

Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.

All for just $49/month

Explore the DeepDyve Library

Search

Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly

Organize

Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.

Access

Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.

Your journals are on DeepDyve

Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.

All the latest content is available, no embargo periods.

See the journals in your area

DeepDyve

Freelancer

DeepDyve

Pro

Price

FREE

$49/month
$360/year

Save searches from
Google Scholar,
PubMed

Create folders to
organize your research

Export folders, citations

Read DeepDyve articles

Abstract access only

Unlimited access to over
18 million full-text articles

Print

20 pages / month

PDF Discount

20% off