The strategic partnership between GoPro and Red Bull has grown successfully for five years because they have put the five components of success in place. SAN MATEO, Calif., May 24, 2016 -- GoPro (NASDAQ:GPRO) and Red Bull today announced they are joining forces on a multi-year, global partnership that includes content production, distribution, cross-promotion and product innovation. Jumping From Space! Instead, both have established themselves as lifestyle brands -- in particular, a lifestyle that's action-packed, adventurous, fearless, and usually pretty extreme. Currently Red Bull is already established into Esports and they also develop racing simulators, with GoPro they can easily capture the first-person perspective of athletes and develop Virtual Reality enabled exhilarating games. Red Bull's recent high-profile agreements with such companies as Alphabet, Twitter and Microsoft have not given GoPro the boost it was seeking. You are heading to %%DOMAIN%% please consider the following: Get 15% on Everything at Shutterstock: Subscriptions and Image packs! Based on 2930 salaries posted anonymously by Red Bull Partnership Manager employees in Godalming. Furthermore, Red Bull expects nothing but the best services from GoPro in production and event coverage. A typology of brand alliances and consumer awareness of brand alliance integration. Find the perfect setup for your next adventure. As part of the new agreement, Red Bull will receive equity in GoPro, and GoPro will become Red Bull's exclusive provider of point-of-view imaging technology for capturing immersive. The GoPro and Red Bull partnership goal is to enjoy benefits from shared promotions, production, distribution, and innovation of new products. Critics have suggested that GoPro's cameras were part of a fad and that the company's products would not generate long-term demand. In. Since its foundation and the creation of an entire new category in the mid 80s, storytelling is a part of Red Bulls DNA.. There's nothing showy here, which befits the platform, just incredible stunts, brilliantly captured. While weve worked closely for many years, as official partners well be able to more effectively help one another execute our shared vision and scale our respective businesses. As Red Bull is already using the Go Pro technology for their filming , it does not seem that Red Bull will gain anything from this alliance. Join street trials pro rider, Danny MacAskill, on an insane journey across the rooftops of Gran Canaria in a video that mixes vertigo-inducing lines and killer POV-footage. Change), You are commenting using your Facebook account. From extreme to mainstream, professional to consumer,GoProenables the world to capture and share its passion in the form of immersive and engaging content. BusinessEssay. But these deals did not involve the rights to insert GoPros as backup cameras, which would have made the most sense for a camera company. ", "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," said Dietrich Mateschitz, founder and CEO of Red Bull. His work has appeared on BGR, Fox News, Fox Business, and Yahoo News, among other publications. The GoPro Channel will feature new clips and legendary videos from these arenas, and many more. GoPro, HERO and their respective logos are trademarks or registered trademarks of GoPro, Inc. in the United States and other countries. GoPro doesn't just sell portable cameras, and Red Bull doesn't just sell energy drinks. By taking over Red Bull's production and imaging needs, GoPro has blocked its competitors against Red Bull as a customer (GoPro, 2016). We will be able to bring viewers closer to their favorite team than theyve ever been and tell the stories you dont usually get to see. "GoPro and Red Bull Companies' Strategic Alliance." Strategic alliances preserve the independence and autonomy of each organization, allowing each to focus on its own objectives while working together for a common goal. An example of this is Red Bull and GoPro partnering up for the "Stratos" space jump stunt. Synergy is better than my way or your way. It was announced in 2016 that GoPro and Red Bull had entered into a multi-year global partnership to produce, distribute, cross-promote, and innovate products. GoPro just entered into a partnership with Red Bull. In this blog, we will do something for the first time. As partners, Red Bull and GoPro will amplify our collective international reach, the power of our content and ability to fascinate.. Based on 2930 salaries posted anonymously by Red Bull Partnership Manager employees in Maldon. GoPro has serious issues that none of the above partnerships are going to solve. This kind of alliance is that one company, Red Bull has equity shares in GoPro (GoPro, 2016). This alliance will help them in increasing their international reach and increase the power of their content. To help explore this concept, we will examine the highly successful brand partnership of camera brand GoProand energy drink Red Bull. January 4, 2023. https://business-essay.com/gopro-and-red-bull-companies-strategic-alliance/. The admirable strategic alliance between GoPro and Red Bull has been successful for the past five years. The two businesses combined their efforts to create a global and multi-year partnership which included product innovation, production, cross-promotion, and distribution of their resources (GoPro, 2016). Photo - http://photos.prnewswire.com/prnh/20160523/371151, To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/gopro-and-red-bull-form-exclusive-global-partnership-300273533.html, GoPro and Red Bull Form Exclusive Global Partnership, http://photos.prnewswire.com/prnh/20160523/371151, http://www.prnewswire.com/news-releases/gopro-and-red-bull-form-exclusive-global-partnership-300273533.html. GoPro, on the other hand, earns from investing in Red Bull. When expanded it provides a list of search options that will switch the search inputs to match the current selection. This article is commentary by an independent contributor. Average salary for Red Bull Partnership Manager in Maldon: 43,489. (2019). (2023, January 4). Red Bull and GoPro teamed up for a stunt called Stratos in which Felix Baumgartner jumped from a space pod over 38 kilometres over the surface of the Planet Earth. In a major relief to action camera maker GoPro, Inc. GPRO , shares of the company surged 4.9% to $9.71 following the news of the signing of a multi-year global partnership with European energy . - Won partnership with NBCUniversal and Cond Nast . Over the years, GoPro and Red Bull have worked together on various projects, and GoPro cameras have been used in Red Bull-sponsored events. Available on Mac + Windows. All other trademarks are the property of their respective owners. GoPro was hoping that truck owners would then install a camera on the dash since the truck already had the mount. Red Bull enjoys this benefit and has exclusive access to the best action cameras in the market hence making their production a success. They set specific objectives and goals, developed and maintained competency, blocked competitive threats, developed strategies, and mitigated business risks (Dhir & Sushil, 2019). Dhir, S., & Sushil. A collaborative venture alliance is formed by two businesses when they combine resources to create a new business (Russo & Cesarani, 2017). They both have a large range of media channels where they share their content, and their own media licensing platforms. 3. And don't forget to grab our Shutterstock Coupon Code and save more money! (2016). ), Highest Exit (Jump) Altitude 38,969.4 m, Highest Vertical Distance for a Freefall 36,402.6 m. Co-marketing works very well when both brands have the same aspirations and are addressing similar target consumers. Newmeyer, C. E., Venkatesh, R., Ruth, J. All other trademarks are the property of their respective owners. font-family:"Arial"; When he isn't tinkering with the latest gadgets and gizmos, he can be found enjoying the sights and sounds of New York City. In the overall scheme of things with respect to brand architecture, co-marketing is really just a part of one pillar, which is promo, out of the six Ps of the marketing mix. Associating them with thrilling adventures, they evoke images of excitement, energy, and wonder. The partnership worked because both brands cater to the same audience - the action . This 2021, GoPros revenue for the first quarter was $204 million, compared to $119 million in Q1 2020, up 71% year-over-year. Red Bull and GoPro teamed up to produce content, distribute products, and innovate new ideas together. It has been five years since the alliance was formed; thus, it indicates business success. As a specialist in Talent Development she gets my highest recommendation. He turned $50,000 into $5 million trading this way and for a limited time, he's guaranteeing you at least $67,548 per year in profitable trades if you follow this simple step-by-step process. Brandbrand relational moments. Synergy is better than my way or your way. Shutterstock has a wide audience and is perfect for anyone in need of high-quality licensed assets for their businesses and projects including creatives, designers, tech, start-ups, and SMB's, although it is perfectly suited for any other creative projects.#stock-search-form-1 button.stock-search__button{background-color:#e32124}#stock-search-form-1 button.stock-search__button:hover{background-color:#4e4e55}. Marketing Letters, 29(3), 275-289. Red Bull and GoPro entered into the strategic partnership in 2016. Web. This partnership is very strategic for GoPro, said Nicholas Woodman, founder and CEO of GoPro. Adobe Magazine. Do Not Sell or Share My Personal Information. Their relationship could also be formal or informal, and the arrangement could be long-term or short-term, depending on the settled agreement (Ramadan, 2019). From extreme to mainstream, professional to consumer,GoProenables the world to capture and share its passion in the form of immersive and engaging content. GoPro's product and brand will have access to more than 1800 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 The GoPro Channel was launched last week on Red Bull TV. SAN MATEO, Calif., May 24, 2016 /PRNewswire/ -- GoPro (NASDAQ:GPRO) and Red Bull today announced they are joining forces on a multi-year, global partnership that includes content production, distribution, cross-promotion and product innovation. They provide Red Bull cameras, thus obtaining a guaranteed customer for their products. Have a collective ownership which is giving a shared authority and sense of responsibility. It reached a high of almost $88 a share in late 2014 but the stock closed Tuesday at just under $10. Briefly a Wall Street favorite following an initial public offering in 2014, GoPros shares have fallen 82 percent in the past year as the company wrestles with weak demand for its helmet- and body-mounted cameras. Another benefit for GoPro is that it has a competitive advantage over rivals eyeing Red Bull for sales of similar products. Instead, their collaboration is run as their companies operate independently. Tjemkes, B., Vos, P., & Burgers, K. (2017). Also known as a brand partnership, co-branding (or cobranding) encompasses several different types of branding collaborations, typically involving the brands of at least two companies. - Red Bull Space Dive - BBC BBC Studios 3.58M subscribers Subscribe 2.4M 130M views 6 years ago The moment has finally arrived, it's time for Felix Baumgartner to perform. | Marketing | Hindi | Edrilla - YouTube Red Bull and GoPro are two of the most popular brands in their respective industries.. "GoPro and Red Bull Companies' Strategic Alliance." VIEWS ON EFFECTIVENESS OF RED BULL'S SPONSORSHIP Stratos is being used as means of having their slogan "Red Bull gives you wings" Sponsoring high energy events helps in promoting the concept that Red Bull drinks can invoke such high energy and power to consumer Company should draw a line when costs of sponsorship are very high and do not Both parent firms maintain the new company by sharing resources and signing an agreement. Since its foundation and the creation of an entire new category in the mid 80's, story telling is a part of Red Bull's DNA. For more information, visitwww.gopro.comor connect with GoPro on YouTube, Twitter, Facebook, Pinterest, Instagram, or LinkedIn. GoPro is an activity image. Red Bull has their portal, Red Bull Content Pool, since years, but last year they also incursioned in stock footage, by partnering with Shutterstock to bring footage from their Red Bull Media House production brand to be exclusively sold at Shutterstock's platform. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. . The businesses had worked for years before the alliance and admired each others dreams. BusinessEssay. Creating and executing major commercial brand partnership opportunities with relevant partners in the UK for Red Bull TV i.e. GoPro, HERO, Omni, Odyssey, Kolor, HEROcast, Autopano, and their respective logos are trademarks or registered trademarks ofGoPro, Inc.inthe United Statesand other countries. Decision Making Problems would arise as there would be lot of voices and views on the table, due to this decision making process can be slow. In recent years GoPros cameras have become the reference for getting as close to the action as possible, so I think the synergies between the team and GoPro are wide-ranging and extremely exciting.. } PUMA, Alpinestars, Red Bull and Siemens tied for second place with a total of 3 deals each, while Honda, Riedel, Sabelt, AlphaTauri, and Mercedes-AMG round out the top 10 list with 2 sponsorships apiece. Each episode will showcase an athletes unique journey within their sport, and truly define the life-changing moments that led them to the path they currently walk. Red Bull Media House's portfolio includes today hundreds of social media channels, long and short form videos, still images, documentaries, feature films, music, games and mobile apps, as well as print There are three types of strategic alliances, namely joint venture, equity, and non-equity strategic alliance. (LogOut/ Prague, The Capital, Czech Republic. From extreme to mainstream, professional to consumer,GoProenables the world to capture and share its passion in the form of immersive and engaging content. Sports business Red Bull takes over shares in GoPro The camera manufacturer GoPro and the energy drink producer Red Bull enter into a partnership: Red Bull is even taking over shares and assures GoPro exclusive recording rights. GoPro and Red Bull, as a match, are as good as it gets. products like "The Red Bulletin" and digital platforms like RedBull.tv and RedBull.com. GoPro's product and brand will have access to more than 1800 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. This stunt was to demonstrate the technical abilities of the GoPro camera harnessed onto Baumgartner and to embody the daredevil brand of Red Bull. Available on Mac + Windows, High-def 1080p webcam. Mtonga, T. (2020). Change). Strategic alliances influence on innovation performance: The moderating role of human capital. Both Red Bull and GoPro have taken over to media producing in the past years. Ramadan, Z. Russo, M., & Cesarani, M. (2017). This partnership is very strategic for GoPro, said Nicholas Woodman, founder and CEO of GoPro. The partnership makes more sense for Red Bull, which heavily markets its energy drink to extreme sports enthusiasts. "We share the same visionto inspire the world to live a bigger life. "As partners, Red Bull and GoPro will amplify our collective international reach, the power of our content and ability to fascinate.". /* Style Definitions */ All other trademarks are the property of their respective owners. It is common for businesses to establish strategic alliances in order to gain a competitive edge, expand their customer base, enhance product offerings, and grow. We share the same visionto inspire the world to live a bigger life. This agreement gave Red Bull an equity stake in GoPro and enabled it to capture immersive footage of Red Bull's media productions and events globally with its point-of-view imaging technology. Available on Mac + Windows, High-def 1080p webcam. This partnership is very strategic for GoPro,, First person perspectives, breathtaking images and cutting edge cinematography are the hallmarks of every story told within Red Bulls portfolio of productions and live broadcasts,, As partners, Red Bull and GoPro will amplify our collective international reach, the power of our content and ability to fascinate., adobo Talks x Branding Nerd: THE BRAND ARCHITECTURE | What it Takes to Build a Brand That Lasts, Gojek: A Brand with a Clear Focus to Remove Friction From PeoplesLives, Netflix: A Brand that Secured Global Market Leadership through ProductEvolution, Red Bull and GoPro: A Brand Partnership that has Defined the Meaning of Co-MarketingExcellence, Sperry: An 86-year old Boat Shoe Brand Connecting with Todays Youth Through Micro-Influencers and Co-Branding Branding Nerd, LifeWearMagazine: How Uniqlos Promotional Strategy Became a Brand in Itself Branding Nerd, Swatch: Re-Booting the Brands Playful & Collectible Positioning to Attract New Market Segments via Co-Branding with Omega Branding Nerd, Brand partnerships types and activities - content, Brand partnership strategy: Brand partnerships types and activities, Maximum Vertical Speed 1,357.6 km/h (At Mach 1.25, Baumgartner broke the sound barrieron his descent, becoming the first human to do so without any form of engine power. Motorsports has always been one of our passions and we are proud to enter the world of Formula One together with Red Bull Racing. Image credit: Red Bull. About Red Bull (including Red Bull Media House): Red Bull is the leading global energy drink available in more than 169 countries, giving wings to people and their ideas. Advantages of Red Bull and GoPro Strategic Alliance: 1. But it wasn't until today that the two. The two companies will share content rights to the footage captured at these events and distribute it on both Red Bull and GoPro's digital distribution networks, including the GoPro Channel, Red Bull TV and the Red Bull website. Prentice Hall. GoPro and Red Bull Announce Global Partnership "Red Bull's global scale and execution is something to be admired. Shortly after the launch of the partnership Reuters reported: Shares of GoPro IncGPRO.Ogot a lift on Tuesday after the struggling action camera maker said it was partnering with extreme sports sponsor Red Bull in a marketing and promotion deal. The GoPro Channel is the next step in that partnership. GoPro and Red Bull today announced they are joining forces on a multi-year, global partnership that includes content production, distribution, cross-promotion and product innovation. This button displays the currently selected search type. GoPro andRed Bull say they have worked together for some time. In the Toyota deal, GoPro mounts were installed in trucks. By the end of 2021, Red Bull had employed just over 13,600 people in approximately 170 countries. Non-equity alliance is a little bit different from an equity and joint venture. Others are not sure as the company reported revenues less than 50% of projections for last quarter. Saturday, March 4-Friday March 10: Aprs DJ Sessions Presented by Red Bull at Rockford Patio, Revelstoke Mountain Resort, 2:30pm-5:30pm PT. }. When expanded it provides a list of search options that will switch the search inputs to match the current selection. Its our way.. Very informative article. A strategic alliance is an arrangement between two companies to perform a mutually beneficial project without losing their independence as a business. BusinessEssay. For. This is how spectacular the new partnership looks: Motocross star Ronnie Renner is filmed with a GoPro camera from the first person perspective. Master the Modes: New Firmware Coming for HERO10 Black, Master the Modes: HERO10 Black Resolutions + Frame Grabs. The two businesses have successfully worked together for many years; hence, official partners will be more effective as they help one another meet their vision and scale the businesses. In this blog, we will do something for the first time. Their compatibility in terms of operation needs is what has kept them strong and going. While the co-marketing partnership was a win-win for both brands, GoPro had more to gain commercially at the point when the agreement was reached. adobo Magazine Online. GoPros product and brand will have access to more than 1800 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 GoPros digital distribution networks, including The GoPro Channel, Red Bull TV, Red Bull.com and in the Red Bull Content Pool, Red Bulls media service platform. font-size:8pt; All rights reserved. Derick Rhodes, Director of Footage Marketing at Shutterstock, explained us that the new GoPro deal doesn't have any direct impact in Shutterstock's licensing of Red Bull Media House footage. - Analyzing the success of marketing campaigns and creating reports. Average salary for Red Bull Partnership Manager in Godalming: 43,489. True to the first quote in the post! But that's unlikely to generate wider growth. GoPro and Red Bulls partnership has earned the two businesses new market positions and increased competitive advantage. Red Bull and GoPro. Such as following these easy steps set forth by an 85% Accurate Trader, whom by the way gives his Personal Guarantee: "Give Me 9 Minutes a Week and I Guarantee You $67,548 a Year." Brands, Inc., also the owner of KFC, Pizza Hut and other leading restaurant brands. In January, GoPro signed a video partnership with Alphabet 's YouTube, renewed a partnership deal with the NHL, and inked a live-streaming deal with Periscope, a company owned by Twitter. To capture the thrill and essence of the sportsman, Red Bull carefully entered into a strategic relationship with GoPro. Strategic alliance management. Commenting on the agreement Daniel Ricciardo said: This is a pretty cool partnership. Despite being virtually synonymous with the term action camera, the competition is nibbling . GoPro and Red Bull, as a match, are as good as it gets. For the year 2012 alone, Taco Bell sold over one billion units of the Doritos Los Tacos! font-family:"Arial"; Both of these brands take on a sense of adventure and spontaneity to a whole new level, appealing to a similar audience, making them a perfect match-up as they equip athletes and adventurers from around the globe with cameras, tools and funding to capture the action through first person point-of-view videos at thousands events across hundreds of countries around the world. Available on iOS + Android, Pro stabilization + 360. It's been tough going for GoPro of late. Disadvantages of the Red Bull and GoPro Strategic Alliance can be: 1. Red Bull is the leading global energy drink available in more than 169 countries, giving wings to people and their ideas. This partnership would be referred to. Led commercial partnerships, business development, and new business acquisition team focused on strategic technology, product and media partnerships. At the time of publication, the author held positions in Alphabet, Microsoft and Twitter. Each strategic alliance has a different purpose based on its type and project ventured. Since its foundation and the creation of an entire new category in the mid 80s, story telling is a part of Red Bulls DNA. The success of the long-term alliance is no secret as the two companies continue to top in their respective markets. GoPro's cameras have become synonymous with intense sports. 1. Plus I am a recurrent speaker at Photokina Official Stage, and an industry consultant at StockPhotoInsight. Red Bull's Vines are mini masterclasses in lo-fi innovation. https://business-essay.com/gopro-and-red-bull-companies-strategic-alliance/. GoPro and Red Bull say they have worked together for some time. Springer. The combined media presence and combined opportunities for producing relevant content increases dramatically for both brands especially because the partnership provides new and fresh dimensions for building up the brands identity in the eyes of its target audience. Puzzlement in Leadership can occur as everyone would keep their points in systematic way on board. Average salary for Red Bull Partnership Manager in Kettering, England: [salary]. { document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); Red Bulls global scale and execution is something to be admired. Early bird rates ends on August 16, 2021. The compatibility of the alliance is apparent because GoPro needs Red Bull to sell its cameras while Red Bull needs GoPro for the supply. 2023 TheStreet, Inc. All rights reserved. Shares of the action camera manufacturer jumped nearly 5% after it announced its partnership with energy drink company Red Bull. As part of their own partnership, the microstock company and Red Bull Media House are producing Focused, a series of documentary videos on athletes telling their stories, and almost all of them are shot with GoPro devices. Because of this the brand even had to hire 15,000 more crew members in its stores to keep up with the sudden increase in traffic and high demand for the co-branded menu item. Red Bull once held stunts such as the shooting of the Stratos space jump filmed by GoPros Seven Heros2 cameras. GoPro and Red Bull form an exclusive global partnership. Red Bull receives equity from GoPro for allowing them to provide the coverage of events and production. 3. The two firms set their objectives and analyze expected risks, benefits, and outcomes in undertaking the task (Ramadan, 2019). Delivered on weekdays. (2019). The two companies have also registered increased revenues due to more acquired market shares brought by the alliance. Now on its ninth year, this co-branded menu item remains a favorite and has single-handedly fueled the turnaround of Taco Bell which is now considered the crown jewel of parent company Yum! Web. Red Bull is the number one energy drink in sales ahead ofMonster Beverage. 2011 - 2023 Stock Photo Secrets - A Stock Photo Press Online-Magazine. Todd Ballard, Vice President of Global Sports Entertainment Marketing at GoPro explains: We are excited to team up with Red Bull Racing for the upcoming season and capture content from unique locations around the globe. (LogOut/ Published by M. Ridder , Mar 9, 2022. Step-by-step explanation Advantage I am passionate about technology, marketing and visual imagery. The equity form of alliance is also involved in the partnership where Red Bull received the equity in GoPro and GoPro became an exclusive partner to provide the Point-of-view imaging technology for capturing Red Bulls media production and events. Red Bull had a 7% increase in sales in the following 6 months (which translates to hundreds of millions of US dollars in revenues), and GoPro generated US$32.26 million in profit by the end of that year. An equity alliance happens when one company acquires equity in another as a partial acquisition, or each company buys equity from another, also known as a cross-equity alliance. As part of the agreement, Red Bull will receive equity in GoPro and GoPro will become Red Bulls exclusive provider of point-of-view imaging technology for capturing immersive footage of Red Bulls media productions and events. GoPro is an action camera selling business, while Red Bull is an energy drink selling firm. Slots are limited so it is good to register here early. We share the same visionto inspire the world to live a bigger life. Both of the brands emulate a sense of adventure and spontaneity, appealing to a similar consumer, making them a perfect team as they equip athletes and adventurers from around the globe with cameras, tools and funding to capture the action through point-of-view videos at events. Such elements include being tied to the core objectives and goals of the business, blocking competitive rivals, developing core competitive advantage, having strategic choices for the industry, and mitigating significant business risks. As the digital world enhances the need for capturing every moment, the alliance is expected to maintain success. Red Bull and GoPro proved that two brands can achieve so many things by working together. The two firms share content rights on distribution, production, and other related networks, including Red Bull TV, GoPro Channel, Red Bull Content Pool, Red Bull.com, and Red Bull media platforms. In a major relief to action camera maker GoPro, Inc. (GPRO), shares of the company surged 4.9% to $9.71 following the news of the signing of a multi-year global partnership with European energy . is an 11-part original series that follows eleven athletes and one coach who have made the commitment to pursue greatness. GoPro and Red Bull are highly compatible businesses because each needs the other as a customer. Total workforce of Red Bull worldwide 2011-2021. In January, GoProsigned a video partnership with Alphabet's YouTube, renewed a partnership deal with the NHL, and inked a live-streaming deal with Periscope, a company owned by Twitter. We will focus on the overlapping positioning of two seemingly unrelated brands which have entered into a partnership to help promote each other to its similar consumer audience.
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gopro and red bull partnership