MotoGP: Red Bull vs. Monster – The Other Battle At The Austrian GP

By definition, races are basically a battle among riders that are resolved by the order in which they finish, or the time differences if they are racing against the clock. In some situations, the rider’s leadership can positively affect the brands that compete, as in endurance racing for example.

This weekend in Austria will be no different. Marc Marquez, Jorge Lorenzo, Valentino Rossi and company will fight as always to finish ahead of each other. And in this weekend’s case, the factory brand race is further intensified by the fact that one of them—Ducati—could finally garner a victory that it’s been chasing for over a year.

But in addition to these regular battles, in Austria this weekend a "parallel race" will be run: that of Red Bull against Monster. Although this is not a sporting challenge, but a commercial one. One that exists far away from the excitement of the races and involves two of the world's largest energy drink companies. And it shouldn’t be ignored that these so-called energy drinks have been dubbed the new tobacco of the World Championship motorcycle racing.

If a couple of decades ago virtually every team in the premier class was sponsored or supported by a brand of tobacco, today it’s the energy drink companies that are ubiquitous in MotoGP. And between all of them, Red Bull and Monster are the two most powerful. The two companies cover no less than 85% to 90% of the world market, with Red Bull acknowledged as being the leader. And in this rivalry has now arrived at the doorstep of a circuit called the Red Bull Ring.

Dietrich Mateschitz, aka "Mr. Red Bull", is the billionaire owner responsible for the spectacular facilities at the newly rebuilt circuit, being something of a race in his own backyard. On this occasion, he has pulled out all the stops to make the Red Bull Ring flawless in every way. The circuit is not only spectacular from a visual point of view; it has been equipped with the latest and greatest equipment and facilities.

This daunting demonstration has turned into a golden opportunity for his company’s fiercest rival to ruin the party. It would be enough to ruin the pageantry if one of Monster’s sponsored riders wins the MotoGP race on Sunday. No, the headlines won’t read that Monster beat Red Bull, but for those who will be celebrating and/or lamenting within the commercial departments of both companies, it’s going to be news.

Márquez, Dani Pedrosa and Maverick Viñales will be responsible for bringing the party to the “red” company, while Rossi, Lorenzo, Cal Crutchlow, Pol Espargaro and Bradley Smith are in the “green/black” lineup to ruin it. A Monster rider on top of the Red Bull Ring podium would be an image that wouldn’t sit well with the Austrian company. And the battle is not just restricted to MotoGP, either; in Moto2, the brand duel will be Red Bull-backed Jonas Folger against Monster-sponsored Alex Rins, while in Moto3, it’s team Ajo’s Brad Binder who will be shouldering the responsibility of upholding Red Bull honor. I don’t gamble on anything in the sporting world per se, but it will be interesting to follow Sunday’s “other” battle.