When Red Bull determined that basketball would be a key area of sponsorship focus, Excel was the perfect fit to serve as an extension of Red Bull’s sports marketing team, helping to develop a fully integrated basketball portfolio. We leveraged our insights and connections with basketball teams, leagues, and players to evaluate the beverage landscape in basketball and identify the right opportunities for Red Bull.

Excel helped Red Bull become the official energy drink of seven NBA teams, optimizing Red Bull’s brand messaging and content storytelling with the teams. Excel also helped negotiate a partnerhsip with USA Basketball, thus creating Red Bull 3X, a series of elite 3×3 tournaments throughout the U.S. Players who compete in Red Bull 3X qualifier events earn FIBA points for a chance to earn a spot on the USA Basketball 3×3 National Team.


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