Red Bull invests in X-Fighters
Energy Drink Red Bull is investing £3m in promoting its newest UK event — Red Bull X-Fighters.
Red Bull: X-Fighters event investment
The Freestyle Motocross event, in which riders perform acrobatic stunts on motorbikes, will replace the Red Bull Air Race this year.
The company is will run a nationwide campaign, including TV advertising, to promote the event. It is encouraging licensees to get involved by screening the competition, which is being shown live on Dave. PoS kits and after parties for venues showing the event are also being arranged to help boost pub trade.
In the lead up to the competition, which will take place at Battersea Power Station on 22 August, a series of free X-Fighter displays will take place in Glasgow, Birmingham, Leeds and Bournemouth.
“Last year during the Air Race we had our biggest single sales month in the company's history with 36 million cans flying off the shelves,” said head of on-trade Jaime Rake. “We expect X-Fighters to have similar impact.”
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