Red Bull do not make videos to promote “cycling” – they make action sports videos to promote their media house and brand, which serves as the marketing vehicle to generate revenue through drink sales.
Videos, sporting events etc all generate the crucial exposure that makes the money to support our sport and and many others.
Danny Mac and all the other Red Bull athletes sign an agreement, pretty much as an employee. Their image rights, activity etc all become the property of Red Bull in return for some not bad money as well as exposure boost which in turn also boosts earning opportunities with their other sponsors. Remember, an action sports athlete’s working lifetime is much shorter than the average career.
From Danny Mac’s point of view – his bosses want him to do this. They pay him so he says yes.
From Red Bull’s point of view – fit girls and bike stunts will drive big traffic and big brand awareness beyond the confines of just an action sports audience, generating a sales uplift.
From the Playboy bunnies’ point of view – they continue to get paid in their chosen profession.
Everyone wins here. Except the handwringers, but to be fair, they’d find someone else to be offended on behalf of if this wasn’t here.
