Starting with the next race at Windsor, Canada, on 6 June, Volkswagen will be providing support to the increasingly popular Red Bull air races as a global sponsor.
It is an extension of the marketing cooperation that VW and Red Bull have done since 2004 when the logo of the Austrian energy drink company appeared on Race Touareg team cars.
The question if sports marketing is effective or just a waste of shareholder money has been debated for decades of course, as it is is impossible to measure the results.
“Motor sports – both on land and in the air – stands for sports competition and technological innovation alike. Precisely these attributes also apply to our sports models,” says Jörn Hinrichs, Head of Experience Marketing at Volkswagen.