Say a riders career is maybe 10 years if you have a good run. (lets leave out old greg here) that's 10 years to make as...
Say a riders career is maybe 10 years if you have a good run. (lets leave out old greg here) that's 10 years to make as much money as possible to fund future endeavors, education, housing etc. If you are not a top 10 guy, that won't be a lot of money.
I follow major league baseball, the minimum salary is $740k USD! this is to be a nobody that sits on the bench. That's Gwin money! to be a nobody!
Make that cheddar while you can baby! I'd wear Fleshlight branded clothing to get that Moolah if I had to!
Really interesting you talk about this - been watching a documentary series about Rich Paul (LeBron's agent, friend and business partner) and he's absolutely brutally honest with new NBA players, telling them they've got until 33, so make as much money as possible, invest wisely etc. Only Martin Whiteley I can think of offering that kind of holistic service in "our" world.
Seeing as you mentioned road racing, Trek Factory Racing's road racing team, (as it's their team) has title sponsorship from Lidl......but only their road racing teams...
Seeing as you mentioned road racing, Trek Factory Racing's road racing team, (as it's their team) has title sponsorship from Lidl......but only their road racing teams, not the MTB teams. I think that says a lot.......MTB obviously can't bring in the ROI for them. Until that happens, MTB is not going to attract that type of big money.
Adding onto your point:
From a value to (outside) brand, sponsoring a world tour team makes sense. Even if just looking at the big 3 races, Tour, Giro, and the Vuelta, the amount of major TV airtime they get, is likely a far greater ROI (visibility) than sponsoring an MTB team. To an extent, the cost of sponsoring an MTB with limited ask and limited return is just far less interesting to a marketing firm/agency/division than a bigger ask with a bigger return. Right or wrong, they potentially just don't care about targeting smaller markets.
@Simcik since you brought up the marlboro thing, do you think there will ever be a time 5-10-20 years from now when we look at energy...
@Simcik since you brought up the marlboro thing, do you think there will ever be a time 5-10-20 years from now when we look at energy drinks like cigarettes? sure the money is huge for racers and events etc, but is the long-term cost (thinking about health of those who consume the product) worth it? i'm not trying to be holier than thou at all, but i've always found this topic interesting.
can *controversial* sponsors buy their way in if the money is right? thinking that whole liv golf thing (which i don't know much about).
That is definitely an interesting point. I think it is shown that they currently can. How long each of those lasts is TDB. Though if you...
That is definitely an interesting point. I think it is shown that they currently can. How long each of those lasts is TDB. Though if you look at some of the riders getting sponsored by CBD and OF, they can be limited, but when the interested sponsor goes for the whole league or series (LIV), then the rules change a little.
For sure energy drinks have a potential risk and they could be limited in the future, but they are also working/talking to a huge part of their customer base. Just like beer sponsors at NASCAR races were talking to their direct consumer. It is for sure an interesting topic. I see it being a ways off before we see so many 'extreme sports' limit the energy drink brands from being involved.
Curious what you see and what others think about this.
(Just to add to this, and I could be overlapping.)
I mean you also have to look at it from a marketing perspective. Not only are RB, Monster, RS, etc. energy drinks, but they are also in events and media. Think of all the video parts that you watch, the Red Bull streaming service, Red Bull Media House, Rampage and all the other huge events they put on. Same thing with Monster, you have the Monster Energy Supercross series, the new DH series, etc. Would these companies still survive if the only thing they did were sponsoring athletes, events, media, and dropped selling energy drinks? Possibly. Maybe it's just different times, but I don't think cigarette companies would've have expanded into these types of things today. I mean to be fair, Marlboro and other cigarette brands don't really have a form of media production. Same thing with beer and other alcohol companies. Mostly because they spend money on commercials rather than sponsoring events, or video projects, although I could be wrong about this. Would beer companies survive if they dropped selling beer and instead focused on events and different forms of media production? Probably not.
Long story short, the point I'm trying to make is that those energy drink brands are more than just selling an energy drink in hindsight.
@Simcik since you brought up the marlboro thing, do you think there will ever be a time 5-10-20 years from now when we look at energy...
@Simcik since you brought up the marlboro thing, do you think there will ever be a time 5-10-20 years from now when we look at energy drinks like cigarettes? sure the money is huge for racers and events etc, but is the long-term cost (thinking about health of those who consume the product) worth it? i'm not trying to be holier than thou at all, but i've always found this topic interesting.
can *controversial* sponsors buy their way in if the money is right? thinking that whole liv golf thing (which i don't know much about).
That is definitely an interesting point. I think it is shown that they currently can. How long each of those lasts is TDB. Though if you...
That is definitely an interesting point. I think it is shown that they currently can. How long each of those lasts is TDB. Though if you look at some of the riders getting sponsored by CBD and OF, they can be limited, but when the interested sponsor goes for the whole league or series (LIV), then the rules change a little.
For sure energy drinks have a potential risk and they could be limited in the future, but they are also working/talking to a huge part of their customer base. Just like beer sponsors at NASCAR races were talking to their direct consumer. It is for sure an interesting topic. I see it being a ways off before we see so many 'extreme sports' limit the energy drink brands from being involved.
Curious what you see and what others think about this.
(Just to add to this, and I could be overlapping.)
I mean you also have to look at it from a marketing perspective. Not only are...
(Just to add to this, and I could be overlapping.)
I mean you also have to look at it from a marketing perspective. Not only are RB, Monster, RS, etc. energy drinks, but they are also in events and media. Think of all the video parts that you watch, the Red Bull streaming service, Red Bull Media House, Rampage and all the other huge events they put on. Same thing with Monster, you have the Monster Energy Supercross series, the new DH series, etc. Would these companies still survive if the only thing they did were sponsoring athletes, events, media, and dropped selling energy drinks? Possibly. Maybe it's just different times, but I don't think cigarette companies would've have expanded into these types of things today. I mean to be fair, Marlboro and other cigarette brands don't really have a form of media production. Same thing with beer and other alcohol companies. Mostly because they spend money on commercials rather than sponsoring events, or video projects, although I could be wrong about this. Would beer companies survive if they dropped selling beer and instead focused on events and different forms of media production? Probably not.
Long story short, the point I'm trying to make is that those energy drink brands are more than just selling an energy drink in hindsight.
A quick Google indicates that Red Bull sold 12 billion cans in 2023. Monster did just shy of $7B in sales for the year ending Q3 2023. I'm thinking that drinks really are their core business, and that they would not survive without them. The marketing is stuff like SX, DH, Rampage, etc.
That is definitely an interesting point. I think it is shown that they currently can. How long each of those lasts is TDB. Though if you...
That is definitely an interesting point. I think it is shown that they currently can. How long each of those lasts is TDB. Though if you look at some of the riders getting sponsored by CBD and OF, they can be limited, but when the interested sponsor goes for the whole league or series (LIV), then the rules change a little.
For sure energy drinks have a potential risk and they could be limited in the future, but they are also working/talking to a huge part of their customer base. Just like beer sponsors at NASCAR races were talking to their direct consumer. It is for sure an interesting topic. I see it being a ways off before we see so many 'extreme sports' limit the energy drink brands from being involved.
Curious what you see and what others think about this.
(Just to add to this, and I could be overlapping.)
I mean you also have to look at it from a marketing perspective. Not only are...
(Just to add to this, and I could be overlapping.)
I mean you also have to look at it from a marketing perspective. Not only are RB, Monster, RS, etc. energy drinks, but they are also in events and media. Think of all the video parts that you watch, the Red Bull streaming service, Red Bull Media House, Rampage and all the other huge events they put on. Same thing with Monster, you have the Monster Energy Supercross series, the new DH series, etc. Would these companies still survive if the only thing they did were sponsoring athletes, events, media, and dropped selling energy drinks? Possibly. Maybe it's just different times, but I don't think cigarette companies would've have expanded into these types of things today. I mean to be fair, Marlboro and other cigarette brands don't really have a form of media production. Same thing with beer and other alcohol companies. Mostly because they spend money on commercials rather than sponsoring events, or video projects, although I could be wrong about this. Would beer companies survive if they dropped selling beer and instead focused on events and different forms of media production? Probably not.
Long story short, the point I'm trying to make is that those energy drink brands are more than just selling an energy drink in hindsight.
A quick Google indicates that Red Bull sold 12 billion cans in 2023. Monster did just shy of $7B in sales for the year ending Q3...
A quick Google indicates that Red Bull sold 12 billion cans in 2023. Monster did just shy of $7B in sales for the year ending Q3 2023. I'm thinking that drinks really are their core business, and that they would not survive without them. The marketing is stuff like SX, DH, Rampage, etc.
Exactly. All you need to do is work out paid media value (i.e. cost of buying same number of ad impressions - whether TV, digital display, print etc) to get the same guaranteed number of eyeballs as event/athlete branding, and you'll see that it's far, far cheaper to do it the way RB/Monster do.
Really interesting you talk about this - been watching a documentary series about Rich Paul (LeBron's agent, friend and business partner) and he's absolutely brutally honest with new NBA players, telling them they've got until 33, so make as much money as possible, invest wisely etc. Only Martin Whiteley I can think of offering that kind of holistic service in "our" world.
Adding onto your point:
From a value to (outside) brand, sponsoring a world tour team makes sense. Even if just looking at the big 3 races, Tour, Giro, and the Vuelta, the amount of major TV airtime they get, is likely a far greater ROI (visibility) than sponsoring an MTB team. To an extent, the cost of sponsoring an MTB with limited ask and limited return is just far less interesting to a marketing firm/agency/division than a bigger ask with a bigger return. Right or wrong, they potentially just don't care about targeting smaller markets.
(Just to add to this, and I could be overlapping.)
I mean you also have to look at it from a marketing perspective. Not only are RB, Monster, RS, etc. energy drinks, but they are also in events and media. Think of all the video parts that you watch, the Red Bull streaming service, Red Bull Media House, Rampage and all the other huge events they put on. Same thing with Monster, you have the Monster Energy Supercross series, the new DH series, etc. Would these companies still survive if the only thing they did were sponsoring athletes, events, media, and dropped selling energy drinks? Possibly. Maybe it's just different times, but I don't think cigarette companies would've have expanded into these types of things today. I mean to be fair, Marlboro and other cigarette brands don't really have a form of media production. Same thing with beer and other alcohol companies. Mostly because they spend money on commercials rather than sponsoring events, or video projects, although I could be wrong about this. Would beer companies survive if they dropped selling beer and instead focused on events and different forms of media production? Probably not.
Long story short, the point I'm trying to make is that those energy drink brands are more than just selling an energy drink in hindsight.
A quick Google indicates that Red Bull sold 12 billion cans in 2023. Monster did just shy of $7B in sales for the year ending Q3 2023. I'm thinking that drinks really are their core business, and that they would not survive without them. The marketing is stuff like SX, DH, Rampage, etc.
Exactly. All you need to do is work out paid media value (i.e. cost of buying same number of ad impressions - whether TV, digital display, print etc) to get the same guaranteed number of eyeballs as event/athlete branding, and you'll see that it's far, far cheaper to do it the way RB/Monster do.
And now Red Bull have bought into the Bora-Hansgrohe road team......
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