The Formula 1 of the Skies

Interview

Red Bull Air Race GmbH

Sponsorships and official partnerships of sporting events are frequently used marketing tools that can increase brand awareness and sales. In this area, the Red Bull Air Race World Championship series organized by the Austrian company Red Bull offers an exceptional opportunity. In the international competition, single-engine, propeller-driven aircraft race at breathtaking speeds through an air course marked by inflatable pylons, demanding maximum concentration, precision, and physical fitness from the pilots.

The Red Bull Air Race flying event is an officially recognized world championship that uniquely combines high speed with astounding maneuvers in the air. The air race took place for the first time in 2003. Over the years, the number of venues, races, and pilots has steadily increased.

The exciting international flying event

Today, 14 of the best pilots compete in eight air races in Austria, Germany, Hungary, the United Kingdom, Indianapolis, Las Vegas, Abu Dhabi, and Chiba (Japan). Between 2011 and 2013, the race series was suspended in order to develop new regulations for the competition, especially new safety regulations. The popular championship returned to the skies in 2014.

"The goal of the relaunch two years ago was to establish air racing as an authentic, serious motorsport," says Commercial Director Pavel Turek, who was responsible for Formula 1 sport marketing for 17 years before joining Red Bull Air Race in 2013.  

The Red Bull Air Race World Championship is one of the most exciting racing events in the world. The rules are similar to those of the Formula 1 motorsport series: The pilots earn points at each of the eight races and the pilot with the most points at the end becomes the world champion. In 2014, the winner was only decided at the last race. Milliseconds can decide between winning and losing.

Commercial Manager Pavel Turek
Commercial Manager Pavel Turek
Red Bull Air Race 2015

Growing Interest

The exciting air race is attracting more and more motorsport fans: For example, the last competition in 2015 in Chiba, Japan gathered over 120,000 paying visitors at Japan's longest artificial beach, where the event took place. The race took place on June 5 and 6, 2016, in front of an audience of 90,000 spectators.

To allow fans to participate in the thrill of the race outside of the world championships, Red Bull Air Race introduced a mobile gaming app in 2014, which has since been downloaded more than ten million times. The company has also developed the Challenger Cup, which provides young pilots the opportunity to train their piloting skills at high speeds and low altitudes.

Currently, there are five air races over land and three over water. Attendance numbers reach an average of 50,000 per event weekend. This year, on the first weekend of September, the Red Bull Air Race returns to the Lausitzring in Germany after a five-year hiatus.

"We plan to increase the number of races even further," explains Pavel Turek. "The goal is up to 15 races per year, with additional venues in Europe, South America, Asia, and Australia."

However, ticket sales are only one means of generating revenue. The Red Bull Air Race is the perfect platform for companies to increase their brand awareness through sponsorships or partnerships. The watchmaker Breitling, also the official timekeeper of the racing series, action camera maker Garmin, watchmaker Hamilton, logistics giant DHL, and many other well-known international brands utilize these marketing tools.

Red Bull Air Race also extends its television presence in collaboration with major national and international broadcasters and pursues a targeted social media strategy with an increased focus on user-generated content.

Red Bull Air Race 2015

Greater Recognition

Within the Red Bull corporate family, Red Bull Air Race ranks among the highly rated activities. "The entire Red Bull network can be activated for the breathtaking flying event," said Pavel Turek. "We have partners and representatives in 160 countries worldwide."

In collaboration with the international Red Bull network, the goal is to further increase the global recognition of the exciting air race.

Red Bull Air Race 2015

"We want to establish the Red Bull Air Race as a sustainable, financially independent motorsport series that uses cutting-edge technology, appeals to young audiences, and is recognized by the public and media as an authentic and credible sport," Pavel Turek describes the company strategy. "We represent one of the most tempting opportunities for major consumer brands to get involved. We have a broad media presence, and our sport is absolutely unique."

In order to further expand its international presence, Red Bull Air Race welcomes corporate partners as team owners, who can sponsor their own air racing teams, thereby providing them with an ideal marketing platform for their products and services.

Currently, there are 14 teams, two of which are owned by Red Bull. The current championship promises to be a highly exciting event: After two races in Abu Dhabi and Austria, the German pilot Matthias Dolderer is leading. "It's a very exciting sport. Anything is still possible," says Pavel Turek in conclusion.

All photos by Red Bull Air Race