Red Bull approaches things very, very differently than other sponsors. They're not beholden as much as publicly-owned companies to shareholders. One guy owns Red Bull, and if he thinks it's cool, and it fits with their overall strategy of promoting the brand, he lets his people run far and fast with it. On the event side they do hugely expensive things like their jump-off-a-building Flugtag spectacle and extreme soapbox derbys, to sponsoring some of the most popular and successful young athletes, Air Races in cities around the world -- hell, they've got a guy parachuting to the planet from outer-freakin'-space! There's not a lot of direct return on investment here, but a common theme of doing something large and well. This could be quite cool.