After its much-talked-about rebranding, RB is charting a fresh commercial path in F1, independent from its Red Bull origins.
Following its Hollywood collaboration with the blockbuster ‘Twisters,’ Red Bull’s sibling team RB aims to blend sports and entertainment, striving to democratize access to the series. The name change from AlphaTauri to RB or VCARB caused some confusion due to its resemblance to the main team. While Red Bull initially joined F1 in 2005 with a reputation for extravagant parties and memorable PR stunts, it has since evolved into a winning machine, focusing more on racing than paddock stunts.
In its new identity, RB seeks to adopt and continue the fun and engaging aspects of Red Bull’s earlier days. Recognizing the popularity of drivers Daniel Ricciardo and Yuki Tsunoda among young fans, the team has attracted significant sponsors like Visa and CashApp. During a Las Vegas launch event, CEO Peter Bayer emphasized the team’s strategy of combining off-track entertainment with F1. For example, a car wash event was held at the Miami Grand Prix to unveil a vibrant one-off livery, and ahead of the Silverstone Grand Prix, RB partnered with Warner Bros. to promote ‘Twisters.’
Bayer aims to extend these off-track activities not just for partner benefits but to grow the team’s fan base among younger and more diverse audiences. ‘The car wash in Miami was probably the best example of what we’re trying to achieve,’ Bayer said. ‘We want to democratize the sport with activities that blend F1 content with music, art, and culture.’ The team plans to continue with more movie partnerships and music events, believing music is a universal language.
RB is committed to engaging with fans who cannot attend races due to various constraints. Bayer mentioned the appeal to younger female fans as a significant opportunity. He shared, ‘I spoke with Daisy Edgar-Jones, the lead actress from Twisters, and she told me she and her friends watch the Netflix series and follow the results and drivers. A few years ago, this would have been unheard of.’
Bayer credits the team’s fresh approach for attracting sponsors and Hollywood ties, highlighting their balanced male and female fan base and younger demographic. ‘Formula 1 provides us with insights and data, and we are the team with the most balanced fan base between genders and the youngest time base,’ he explained. Bayer acknowledged that while these partnerships could have been under Red Bull previously, they now align better with RB’s identity.
F1 and its CEO Stefano Domenicali have been supportive of RB’s commercial initiatives, seeing them align with Liberty Media’s vision for the sport’s growth. Bayer remarked, ‘We’ll continue our off-track activities, with exciting livery changes and launch events upcoming.’ He noted the fan fest events, live bands, and various attractions at races, making Grand Prix weekends more than just about the race.
RB seems well-positioned to blend entertainment with F1, striving to appeal to a broader, younger audience while maintaining the dynamic spirit associated with the Red Bull brand.
