What if brands like Coca-Cola or Heineken started creating rules within sports?
Can you imagine a header goal being worth double in the World Cup final? Or a driver earning +10 points for finishing the season without any accidents?
We’re seeing new competitions like the Kings League integrating innovative rules to deliver a more attractive product. And little by little, brands are beginning to embrace these activations to gain relevance within the content.
Now, Red Bull has gone a step further: it created a rule in elite cycling. Literally, a rule that “gives wings” to the riders.
At the Giro d’Italia, the Red Bull KM makes its debut — a daily intermediate sprint that offers time bonuses for the general classification:
- 1st place: +6 seconds
- 2nd place: +4 seconds
- 3rd place: +2 seconds
A brand purpose 300% naturally integrated.
What does this mean?
Sport isn’t in the sports industry — it’s in the entertainment industry.
Fans are demanding, all the time. It’s their leisure time that’s at stake, and the best offer wins.
Passion for an athlete, jersey, or sport builds loyalty, but the attractiveness of the product must live up to expectations.
Not every sports property will be as bold as the Giro d’Italia, but they will need to rethink their product to remain relevant.
Red Bull shows that it’s possible to go beyond interrupting live content — to actually transform the experience while staying true to the brand purpose.
Ultimately, changing the rules of the game.
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