What is the attractiveness of action sports and why are brands so attracted to that market? The last ten years marketing and action sports have become intertwined. Various companies use the thrill and risk of extreme sports as an advertising accelerator. Mainly energy drinks like Red Bull sponsor, and advertise with, a wide variety of high-risk sport events and athletes in order to associate their brand with the thrill as well as the overall cutting edge spirit of the action sports.
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