Energy drinks giant Red Bull has signed a multi-year global partnership with US camera manufacturer GoPro that includes content production, distribution, cross-promotion and product innovation.
As part of the agreement, Red Bull will receive equity in GoPro and the US firm will become Red Bull’s exclusive provider of point-of-view imaging technology for capturing immersive footage of its media productions and events. GoPro chief executive Nick Woodman told US broadcaster CNBC that Red Bull’s stake in the company was under one per cent.
GoPro’s product and brand will have access to more than 1,800 Red Bull events across more than 100 countries, the companies will share content rights on co-productions, and related content will be distributed across both Red Bull and GoPro’s digital distribution networks, including the GoPro Channel, Red Bull TV, Red Bull.com and in the Red Bull Content Pool, Red Bull’s media service platform.
“First person perspectives, breathtaking images and cutting edge cinematography are the hallmarks of every story told within Red Bull’s portfolio of productions and live broadcasts,” Dietrich Mateschitz, founder and chief executive of Red Bull, said. “As partners, Red Bull and GoPro will amplify our collective international reach, the power of our content and ability to fascinate.”
Woodman added: “While we’ve worked closely for many years, as official partners we’ll be able to more effectively help one another execute our shared vision and scale our respective businesses. GoPro and Red Bull, as a match, are as good as it gets.”