Red Bull and GoPro ink exclusive global partnership 'to inspire the world to live a bigger life'

GoPro and Red Bull have formalised their close working bond, signing a multi-year global partnership which will span content production distribution, cross-promotion and product innovation.

As well as giving GoPro access to over 1800 Red Bull events in more than 100 countries, the deal will also see Red Bull take an equity stake in the action camera brand’s business.

Similarly, GoPro will now be Red Bull’s exclusive provider of point-of-view imaging technology for capturing immersive moments from the energy drink’s events.

The duo have teamed up for several of Red Bull's past stunts, including the shooting of the company's Stratos space jump which was filmed on one of the firm's Seven Hereo2 cameras from 24 miles above earth's surface.

More recently, the pair joined forces to cover the Red Bull Racing Team throughout the F1 season — looking to give fans "new perspectives and an immersive viewing experience."

GoPro will work with Red Bull Media House, the company’s production arm, to create content that will be distributed across both partners' digital channels including the GoPro channel and Red Bull TV. The companies will share content rights on co-productions.

Capitalising on Red Bull’s well established connection to the world of extreme sports, Red Bull Media House has been increasingly producing engaging and adrenaline-filled creative for brands like Sony. This partnership could build upon Red Bull's reputation as the go-to space for this type of content.

Founder and chief executive of Red Bull Dietrich Mateschitz said he believes the deal will amplify the collective international reach of both brands, as well as the power of their content and "ability to fascinate.”

He continued: "First person perspectives, breathtaking images and cutting edge cinematography are the hallmarks of every story told within Red Bull’s portfolio of productions and live broadcasts."

GoPro founder and chief executive, Nicholas Woodman, added: "Red Bull’s global scale and execution is something to be admired. This partnership is very strategic for GoPro."

​“We share the same vision…to inspire the world to live a bigger life. While we’ve worked closely for many years, as official partners we’ll be able to more effectively help one another execute our shared vision and scale our respective businesses. GoPro and Red Bull, as a match, are as good as it gets."

Search The Drum Jobs

Explore the best jobs in Marketing and Media industries
View all open jobs