As Felix Baumgartner struggled to correct his spin at the start of his 128,100 ft descent to earth on Sunday, I couldn’t help thinking of the consequences of failure for Red Bull, his sponsor.
Mr Baumgartner’s feat was obviously extraordinary and compelling. It was a new frontier for him, and for YouTube (where 8m people watched the dive live), but despite strenuous efforts to identify some great scientific benefit of the stunt, it is a far greater leap for brand-marketers – and I worry where they will go next.
The Austrian’s sponsor is an introverted company with an extrovert energy drink brand and it has blasted out a niche in extreme sports, from Formula One to air races. Plenty of people pointed out on Twitter on Sunday that if Mr Baumgartner died, so would Red Bull’s slogan “Red Bull gives you wings”. Read more
Soon to be available in light blue
The shift of economic power eastwards from crisis-hit developed nations has another milestone: the publisher of Wisden – the annual “bible” of English cricket enthusiasts – is licensing production of an edition tailor-made for the Indian market.
A bit like Hermès, with its recent launch of a range of saris in India, Bloomsbury Publishing and its partner want to recast a western brand for enthusiastic Indian consumers.
The deal – with FidelisWorld FZ, a sports and entertainment management group – comes wrapped in the sort of biz-speak that would make John Wisden, the cricketer who founded the almanack in 1864, shudder. FidelisWorld, says the press statement, “aims to unify the fragmented sectors [of the Indian market for cricket information] into a consolidated whole… thereby achieving synergies and building value”. Read more