How Red Bull Beat Competition With $0 In Advertising

All of the television networks at the time would say, hey, we need content for our airwaves. We are going to televise your events. And so he gets this massive free distribution. His competitors are out there buying 30 second ad spots and he's getting hours of distribution and airtime on global television for these sporting events because he's making bold investments and he understands the incentives. He understands that if he gives these television producers access to live sports, that is something that they really need to fill their airwaves. He gives it to them for free. Instead of the TV stations are used to paying rights to all these professional sports teams, they're going to get a slot in the schedule, and that's exactly what happened.