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Red Bull may bid for US GP naming rights

Red Bull may be considering using the money it is set to save by pulling the plug on its NASCAR Sprint Cup team to increase its sponsorship of F1 in the United States.
The news that Red Bull is looking to pull out of NASCAR Sprint Cup operations has led to suggestions that it may be planning to consolidate its sponsorship activities into their far more successful F1 franchise, and that the money may even have a key role in securing the United States F1 Grand Prix's place on the 2012 FIA calendar.

With Sebastian Vettel looking unstoppable for a second consecutive world championship at the Red Bull Racing F1 team, concentrating their sponsorship program on F1 seems to make a lot more sense for the Austrian energy drinks giant rather than continuing to pour money into a NASCAR Cup team that at best has delivered below expectations in its five years of competition.

Red Bull is already the title sponsor for the MotoGP races at Laguna Seca and Indianapolis, and since the news of its pull-out from NASCAR it's been suggested that the company might be looking at a similar race title sponsorship deal for the United States F1 Grand Prix at the Circuit of the Americas in the Texan city of Austin, set to début on the F1 calendar on 17 June 2012.

The deal makes sense on the balance books, with the annual cost of up to $40m running a NASCAR Cup team easily covering a title sponsorship for the F1 Grand Prix should it choose to go in that direction and reinvest the money while staying in the US motor sports market.

With annual sales of over a billion units in the United States, the drinks company does not want its withdrawal from stock car racing to harm its North American retail presence. However, it's been clear to analysts for sometime that Red Bull's rivals Coca-Cola and Gatorade seem to get much more exposure for their individual race sponsorship deals in NASCAR - where the winner drinks and sprays the sponsor's product in victory lane in sight of all the TV cameras and photographers - than Red Bull gets for running a mid-league team week-in and week-out.

The F1 angle additionally builds on Red Bull's existing investment in the sport and gains an international dimension lacking from their NASCAR franchise. However, on the other hand F1 has only a fraction of the exposure of NASCAR (or even MotoGP) in the United States and the move would certainly lessen its overall profile in the country.

The suggestion that Red Bull is lining up to act as a Grand Prix title sponsor comes after the US F1 event has been suffering from some financial wrangles in recent weeks that could have seriously threatened the event's chances of going ahead in 2012.

The issue centred on a row between the Austin city council and the local organisers and promoters of the F1 event in the city, Full Throttle Productions, over the payment of a $4m annual amount to the state's Major Events Trust Fund for the ten-year hosting contract. The Austin city council had feared that city taxpayers would end up being landed with the costs, which would have been politically damaging to city officials up for re-election shortly just as the region needs to be seen to be 'tightening its belt'.

If Austin's city council had failed to sign on as "endorsing municipality" and take on the liability then the event would have lost the $25m annual state funding earmarked to pay the local organising committee's hosting fees to Formula One Group, meaning that Austin could have been knocked off the FIA F1 calendar altogether. However, Full Throttle Productions has now agreed to pay the $4m contribution for the full ten years in advance to Major Events Trust Fund, which has eased council fears about the city's own financial exposure.





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richard

June 22, 2011 10:42 AM

boss b. they got rid of scott speed, so why would they again sponsor him? rossi is, in my opinion, the american to watch. redbull own the a1 ring which is now called the red bullring. i think that with the positie vibes coming from bernie, and his desire to keep red bull it the f1 circus, that we will see a race before too long, in austria.



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