Sports marketing
Red Bull's Max vs. 100 event, which put Max Verstappen at the back of a 101-kart field at Silverstone, generated at least 241.3 million views and 14.5 million engagements across 633 posts from 146 accounts, according to a Sponcon Sports analysis with Mondo Metrics. Race day alone delivered about half of all views, while Red Bull's own brand accounts produced roughly 76% of measured views.
The campaign worked as a system: regional Red Bull accounts localized the same creative, a launch-style post for Max's kart kept interest alive before race day, and participating creators told their own stories. Creator posts had a higher median engagement than brand posts. Instagram delivered both reach and engagement, TikTok drove outsized interaction, and Facebook Reels produced two of the three most-viewed posts.
For clubs and leagues, the lesson is to design events worth documenting, invite creators and give them access rather than scripts, and judge each platform by its specific role instead of a single metric. Partnering with broadcasters for the livestream, as Red Bull did with ESPN and Disney+, can extend reach beyond owned channels and bring new fans into a team's own ecosystem.
