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LAUREUS SPORT FOR GOOD INDEX 2024
ENTRY
BRAND PROFILE
Brand Name
Red Bull
What best describes your organisation?
Independently-owned organisation
Brand Summary
Red Bull's vision is to harness the power of sports to drive positive social and environmental change. Through initiatives like the Wings for Life World Run,
which raised over €4 million in the past year, they fund spinal cord injury research, demonstrating their commitment to health and innovation. Red Bull
emphasizes sustainability, with 85% of its can production using energy-efficient, "wall-to-wall" methods, significantly reducing CO2 emissions. Their
inclusive sports events, such as the Red Bull Cliff Diving World Series, promote gender equality by featuring both male and female athletes equally. Overall,
Red Bull aims to create a more inclusive, sustainable, and socially responsible sports culture, impacting millions globally through their various initiatives.
MAIN ENTRY
Case Study One - Mandatory
The Red Bull Wings for Life World Run - 10th Anniversary in 2023.
Impact and Innovation
The Red Bull Wings for Life World Run is highly original in its format. Unlike traditional races, it starts simultaneously across the globe, with participants running until
they are overtaken by a virtual catcher car. This innovative approach not only unifies participants worldwide but also creates a sense of global community. The 2023
edition saw a record-breaking 206,728 participants from across the globe, making it the largest running event of its kind.
The primary goal of the Wings for Life World Run is to fund spinal cord injury research. By directing 100% of entry fees and donations to the Wings for Life Foundation,
the initiative directly addresses the critical need for advancements in spinal cord injury treatment. Over the past year, the event raised over €4 million, significantly
contributing to research efforts aimed at finding a cure for spinal cord injuries.
The original aim of the Wings for Life World Run was to unite people globally to support spinal cord research. This aim has been consistently met and exceeded, with
growing participation and fundraising each year. The initiative has evolved to include app-based runs, making it accessible to an even broader audience. It has clear and
realistic plans for development and scalability. Each year, the event expands its reach, incorporating more participants and locations. The use of virtual catcher cars
and app-based participation allows for scalability without geographical constraints, enabling growth and adaptability to various contexts and regions.
The anticipated and demonstrated impact on the community is profound. In 2023, over 200,000 participants from 195 countries took part, fostering a global sense of
solidarity and collective effort towards a common cause. Environmentally, the virtual nature of the event reduces the need for physical infrastructure, lowering its
ecological footprint compared to traditional large-scale events.
The initiative successfully reaches underrepresented audiences by promoting inclusivity, particularly for individuals with disabilities. The participation of wheelchair
users alongside runners exemplifies this inclusivity, encouraging a behavioural change towards greater acceptance and support for disability sports;it fosters social
value by normalizing the presence and achievements of disabled athletes in mainstream sports.
Since its inception, the Wings for Life World Run has raised over €38 million, directly funding 259 research projects in 17 countries. This substantial financial support has
accelerated progress in spinal cord injury research, with several groundbreaking studies emerging from the funded projects.
Commitment and SDGs
The Wings for Life World Run is a fundamental part of Red Bull's strategy, aligning with its mission to "give wings to people and ideas." The initiative exemplifies how
purpose and partnerships are integral to the brand's operations and values;Red Bull works closely with media outlets, hospitals, universities, research institutions, their
ambassadors, local businesses and technology partners to ensure the event is a powerful catalyst for social change and medical innovation.
It also aligns with several United Nations Sustainable Development Goals (SDGs), including Good Health and Well-being (SDG 3), Reduced Inequalities (SDG 10), and
Partnerships for the Goals (SDG 17). It addresses these goals by funding health research, promoting inclusivity, and fostering global collaboration.
Red Bull ensures transparency and accountability through regular reporting and updates on the initiative's impact. The Wings for Life Foundation publishes detailed
reports on fund allocation and research progress, maintaining stakeholder trust and engagement.
Commercial Viability
Brand enhancement and customer loyalty: The initiative aligns with the growing consumer expectations for CSR and enhances customer loyalty through the social good
cause and commitment to spinal cord injury research.
Global reach and market penetration: The event provides Red Bull with extensive global visibility through the widespread participation – penetrating new markets, as
well as strengthening the brand’s presence in existing ones. The event’s unique global format differentiates Red Bull from competitors, positioning it as a leader in
innovative and socially responsible marketing.
Media exposure and public relations: The global nature of the event, combined with human interest stories related to spinal cord injury research, attracts considerable
attention from various media outlets. This media exposure is invaluable, providing extensive publicity at a fraction of the cost of traditional advertising.
Employee engagement and corporate culture: Internally, the initiative fosters a sense of pride and engagement amongst employees;this leads to increased productivity
and reduced turnover rates.
Sustainability and long-term growth: Red Bull’s focus on using eco-friendly packaging and production methods, highlighted during the event, appeals to
environmentally conscious consumers. This alignment with sustainability not only enhances the brand's image but also ensures its relevance in a market increasingly
dominated by eco-friendly practices.
Case Study Two - Optional
Red Bull Basement
Innovation
Red Bull Basement is an initiative that empowers university students to create technology-driven solutions addressing social and environmental challenges;merging
the concepts of hackathons and social entrepreneurship into a global platform. The Basement addresses pressing global issues by focusing on tech-based solutions for
problems such as waste management, renewable energy, mental health, and education.
By providing students with the resources, mentorship, and a stage to showcase their innovations, Red Bull Basement has attracted over 4,000 participants from more
than 60 countries in the past year, showcasing its wide appeal and creative approach.
The initiative's global reach allows it to continuously expand by inviting applications from students worldwide. Each year culminates in a global workshop where
finalists refine their projects with expert guidance. This structured approach, combined with Red Bull’s extensive network, ensures that projects can be developed
further and scaled effectively post-competition. The initiative’s digital platform facilitates easy replication and adaptation in different regions, enhancing its scalability.
Some of the standout sport solutions from 2023 include:
1. Smart Fitness Solutions: a smart fitness tracking system integrated with existing gym equipment to provide real-time analytics and personalised workout plans.
2. Virtual Coaching Platforms: Using augmented reality and artificial intelligence, the platform offered personalised training sessions, feedback, and performance
tracking.
3. Mental Health Supper for Athletes: an app providing mental health resources and support specifically tailored for athletes.
4. Inclusive Sports Programmes: a sports programme aimed at increasing accessibility for athletes with disabilities. This involved designing adaptive sports equipment
and creating inclusive sports leagues that ensured equal opportunities for all.
Impact
The demonstrated impacts on the community and environment are significant. Red Bull Basement projects often focus on sustainability and social good, leading to
positive outcomes such as reduced food waste, improved mental health resources, and increased use of renewable energy. Over the past year, the initiative has reached
and positively impacted over 10,000 students directly, fostering a culture of innovation and problem-solving within university communities. It has also successfully
reached underrepresented audiences, including students from diverse backgrounds and regions. The initiative encourages inclusive participation, ensuring that young
innovators from all walks of life have the opportunity to contribute.
The original aim of Red Bull Basement was to empower students to innovate for good. This aim has been consistently met, with numerous successful projects and a
growing number of participants each year. In 2023, the initiative saw over 4,000 student participants and 200 projects advancing to the finals, indicating substantial
progress and achievement of its goals. Each finalist team receives seed funding to develop their projects (totalling over €500,000 in financial support), and the
exposure from the global platform helps them attract additional investment and support. This funding has enabled numerous projects to transition from ideas to viable
solutions, impacting communities positively.
Commitment
While Red Bull Basement is not directly focused on sports, it contributes to the broader goal of equity and social value by promoting inclusive innovation. The initiative’s
emphasis on solving social and environmental issues aligns with the ethos of equitable sports, fostering a culture of fairness, opportunity, and social good.
Projects emerging from Red Bull Basement often focus on sustainability, thereby actively reducing ecological footprints. For example, solutions aimed at waste
reduction, renewable energy, and sustainable living practices directly contribute to environmental conservation. The initiative itself promotes a sustainable approach
by leveraging digital platforms for global collaboration, minimizing the need for physical travel and associated emissions.
Red Bull Basement ensures economic benefits by fostering a new generation of socially responsible entrepreneurs. The initiative’s focus on impactful innovation aligns
with sustainable business practices, encouraging participants to prioritize societal and environmental benefits alongside economic viability. This approach not only
benefits the participants but also contributes to a more sustainable economy.
Commercial Viability and SDGs
Business achievement: For Red Bull, the initiative enhances internal and external business achievements. Internally, it fosters a culture of innovation and social
responsibility among employees. Externally, it strengthens Red Bull’s brand as a leader in supporting young innovators and addressing global challenges. This dual
impact enhances corporate reputation and stakeholder engagement.
Market demand and target market needs: There is substantial market demand for initiatives like Red Bull Basement, which address the needs of young innovators
seeking to make a difference. The program effectively taps into the growing interest in social entrepreneurship and technology-driven solutions, providing a platform
that meets the aspirations of the target market.
Integration with brand strategy: Red Bull Basement is a fundamental part of Red Bull’s strategy, aligning with the company’s mission to “give wings to people and ideas.”
The initiative supports UN SDGs such as Quality Education (SDG 4), Decent Work and Economic Growth (SDG 8), and Sustainable Cities and Communities (SDG 11).
Case Study Three - Optional
SUPPORTING MATERIAL
Supporting files
Image
Links and URLs
Wings for Life World Run 2023