Red Bull North America VP/Sports Marketing SEAN EGGERT is responsible for leading the energy drink’s execution and evaluation of its sports marketing strategy on an annual basis, but his daily grind encompasses trying to “inspire over 50 individuals to create some of the best things you’ve seen in sports.” Eggert: “I view my job as an inspirer of great sports content that can excite our consumers.” This weekend, Eggert will be able to quickly go from his home in Santa Monica to the Red Bull Straight Rhythm in Pomona, Calif., where motocross riders will go head-to-head in a half-mile race. At the same time, he will be keeping a close eye not only on the two Red Bull teams competing in the F1 U.S. Grand Prix in Austin, but also his beloved Cubs in the NLCS against the Dodgers. “I’m really pulling for them through this tough stretch.”
RHYTHM & GROOVE: I’ll be at Red Bull Straight Rhythm both Friday and Saturday. I want to make sure the event is well executed as it’s important to me that we put on a first class event for the riders and then obviously the fans. I’ll be on site mid-day Saturday and will first check in with race control as well as media. We’ll do some drop-ins with our teams and riders and off to the races we go. I’ll make sure the team has everything they need to operate at a high level. I still love to get into all the details and make sure the fans and the athlete experience is nothing but the best.
GROWING THE F1 BRAND: This week we have two teams competing in the U.S. Grand Prix in Austin. We’re excited about the potential expansion of F1 in the U.S. If you look back several years ago, it had a rocky start here but the consumer has now started to gravitate towards it. We specifically look at the emergence of the Hispanic consumer in the U.S. in regards to F1 and we’re seeing more traction of the sport nationally. We view our role as an F1 partner as an opportunity to help accelerate that excitement with fans. Hopefully with the Liberty Media deal more eyeballs will turn to F1 in the future.
STAYING BUSY: I was at Games 3 and 4 of the NLCS here in L.A. It’s crazy what THEO EPSTEIN has done for the Cubs. He had two playoff teams this year essentially with the Red Sox. It’s incredible. Weekends in general I try to make time for my family. I’ve got three kids who are all deep into sports. A 9, 7 and a 4 year old. They’re on the go, non-stop. Whenever I can I’m at their practices or games supporting. Another priority is getting out. I’m an avid mountain biker so I try to get out early on the weekends and go for rides. Luckily, in Santa Monica, we’ve got some amazing trails I can take advantage of. I’m a sports nerd. I’m constantly on the phone tracking scores, but when I can’t watch sports I’ll binge "NARCOS" on Netflix or something like that.
