In addition to producing a popular energy drink, a monthly magazine, and large, high-energy events, Red Bull is expanding its experiential brand even further into consumer consciousness with its new partnership with NBC Sports Group. To tout this television endeavor, known as the Red Bull Signature Series, the Austrian beverage brand held an event at the newly relocated Double Seven lounge on Tuesday, just a few days before the first program airs on Saturday.
To give guests a peek at its new television content, brand ambassadors armed with iPads moved through the crowd, stopping to show videos from the series and explain what the programs will entail. The new Red Bull platform will bring 35 hours of action sports programming—including competitions in dirt biking, freestyle motocross, and skiing—to NBC and NBC Sports Network.
