Red Bull adds fizz to WRC

Energy drink giant Red Bull is spreading its motor sport wings by stepping in as the World Rally Championship’s saviour. The sport’s premier tier has

been without a promoter since the fall of North One Sport at the start of 2012. Now, in what is expected to be a lucrative, multiyear agreement, Red Bull will promote the WRC through its Red Bull Media House arm. The brand will also assume title sponsor status. It replaces Nokia, which backed out earlier this season due to dissatisfaction over lack of promotion.

Although Red Bull’s involvement is subject to final confirmation, it is understood to be the FIA’s preferred choice ahead of Eurosport Events and a group based in South Africa.

Red Bull Media House includes publishing, television, digital and event management divisions and is behind the Red Bull Air Race and Red Bulletin magazine. If the deal reaches fruition, it will be a shot in the arm for the WRC and its manufacturers.

“A promoter was the main thing missing — this is what the manufacturers in the championship and those coming [to the championship] need,” said VW Motorsport head Jost Capito.