Free for Mac Install Cookie Cutter: The Unrelenting Dominance of Red Bull in Mountain Biking

Over the past decade, Red Bull has solidified its position as the gatekeeper to the most important mountain biking broadcasts. They've provided the platform for many of the sport's biggest moments, making them an integral part of the industry's fabric. As a prominent energy drink brand based in Salzburg, Austria, they've invested heavily in mountain biking, supporting numerous riders and events.

Red Bull's influence on the sport is undeniable. Their financial backing has enabled them to create massive global audiences for top-tier events. The brand's impact on the mountain bike industry is multifaceted, but their relationships with key players are complex. For instance, last year, it was suggested that a proxy war was brewing between Discovery (parent company of Eurosport and Play Sports Network) and Red Bull.

This week's announcement that Discovery is likely to take over the UCI's DH and XC broadcast rights for World Cup events through 2030 confirms this development. While some might view this as an objective take from a neutral third party, it's essential to note that our parent company, Outside Inc, has its own broadcast subscription model.

As Pinkbike, we have long-standing relationships and partnerships with Red Bull, the UCI, and Discovery. This article should be read in light of these connections. Nevertheless, Red Bull's dominance in mountain biking is undeniable, and their influence will likely continue to shape the sport in the years to come.

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