Red Bull Shows It Can Go Beyond Adrenaline Sports In Local Markets

World renowned for its mammoth roster of adrenaline sport sponsorship, Red Bull has now shown that it can take a very different strategy in local (Asian) markets.

From mainstream global platforms (e.g. Formula 1) to the esoteric, niche… and even wacky, hobbyist type events (ever heard of Red Bull Flugtag?!), Red Bull has carved out an indelible brand association with the most exciting sports on the planet.

But now – in the relatively small Asian market of Sri Lanka – the local Red Bull business has secured a multiyear deal with Sri Lanka Cricket, the national board for the sport.

The three-year sponsorship, announced earlier this week, will see Red Bull as the Official Energy Drink partner of SLC. The agreement includes exclusive rights to the distribution of energy drinks in the stadium on match days.

And while Sri Lankans will see cricket as their own adrenaline sport, given their innate passion for all things cricket, the brand values of cricket are very different to say motorsports, cliff diving or air racing! Nevertheless, the brand has clearly seen value in the platform, perhaps driven by the pouring rights that appear to be woven in to the agreement.

Speaking at the announcement of the partnership, SLC’s CEO Ashley de Silva said, “It is a great pleasure for Sri Lanka Cricket to be partnering with Red Bull, an organization that constantly focuses on promoting sports activities and teams around the world.” He expressed his hope that this partnership would help Sri Lanka Cricket by adding good value to the side. he also said that he hoped the partnership would help Red Bull enhance their own reputation as the foremost energy drink suppliers in the world.  

Former Sri Lankan Test cricketer Brendon Kuruppu, who is the Sporting Director of the Red Bull Campus Cricket World Championship, also echoed similar sentiments by saying, “Over the past few years, Red Bull has contributed to the development of the talents of young Sri Lankans throughout Sri Lanka.” The Red Bull Campus Cricket World Championship is played across the world and is one of the most popular inter-university cricket tournaments for young hopefuls. 

The commercial deal is a rare glimmer of hope for the nation’s cricket board as it comes at a time of commercial uncertainty and multiple postponements for the debut of the Lankan Premier League (LPL), slated for late November, exacerbated by the COVID-pandemic.