Red Bull GmbH spent £1.3bn on athlete sponsorships in 2025, marking a 22 per cent rise in these costs. The Austrian conglomerate, known for its energy drinks, reported that its net income for the same year increased by 12 per cent, reaching over £1.6bn.
Sponsorships with athletes such as former England Test cricket captain Ben Stokes and pole vaulter Mondo Duplantis accounted for 48 per cent of Red Bull’s overall marketing expenditure. The remaining 52 per cent was allocated to traditional advertising and other marketing channels.
The company's sports involvement extends to its Formula 1 team, extreme sports, and a multi-club football operation including Leeds United and Paris FC. Red Bull also completed a takeover of Prem Rugby side Newcastle Red Bulls last year and is active in ice hockey and cycling.
While sales in the US were a primary driver of growth, Red Bull is currently facing an antitrust probe in Europe, which began in 2025.