David Rosenthal: evaluation

Transcript context

…Sauber Steak. Sauber Steak, yep. This is where Red Bull starts. The Red Bull entrance into F1 was so perfectly timed because this is right as the EU regulation is coming online, forcing tobacco finally out of the sport. The great irony is that it's actually an energy drink company that replaces the cigarettes. There's a great quote that Josh and Jonathan have in the formula. "Two decades after Marlboro execs looked at F1 drivers and saw the heirs to the American cowboy, Mateschitz recognized them for what they really were, over-caffeinated adrenaline junkies with scant regard for their personal safety. It was a match made in marketing heaven." Perfect. Red Bull totally breaks the mold of what an F1 sponsor should be doing. Previously, the sponsors were all leaning into the prestige aspect of the sport, the luxury, the aristocraticness of it, all the Monaco stuff, the oil companies, the watch companies. None of these sponsors are rocking the boat. And importantly, just like F1 and Bernie itself, none of these sponsors, except maybe the cigarette companies, are interested in younger audiences. Bernie has a great quote about this when he's asked about the challenges F1 faces of its aging demographic. He says that younger audiences are not a priority because they, quote, "don't buy Rolexes." Yet.…

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