EVENTS SPONSORED BY RED BULL: SUSTAINABILITY AS A STRATEGY DIFFERENTIATOR

Abstract

This study investigates how Red Bull incorporates sustainability practices into its sports and cultural events, both internationally and in Brazil, strengthening its corporate image and strategic positioning in the global market. The qualitative research was based on bibliographic review and analysis of official documents and specialized sources. Events such as Red Bull X-Alps, Cliff Diving, Illume, Skate Generation, and the Amaphiko program were analyzed. The results indicate that actions like carbon offsetting, waste management, circular economy, and support for social entrepreneurs reinforce Red Bull’s reputation as an innovative, responsible brand aligned with the demands of conscious consumers