Red Bull’s Plan to Give Cycling Wings

Cycling is a new chapter in Red Bull’s quest for relevance beyond the “alt-sports” landscape, and if past performance is any indication (just take a look at their recent Formula 1 dominance), we expect to see them topping podiums in the not-too-distant future. Part of their success is due to a future-driven approach and the willingness to invest in and develop young athletes from the ground up. The strategy works, and has put them at the top of their class across a variety of sports. It’s only a matter of time before the Tour de France becomes another feather in the brand’s cap.