Behind the scenes of Red Bull's incredible sports coverage

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Red Bull Media House Has Wings to the Cloud

Red Bull, founded in 1987, has had the slogan “Red Bull Gives You Wings” as the anchor of their marketing campaign since 1992. But since 2020, Frame.io has been giving the team at Red Bull Media House (RBMH) a different kind of wings—from their cameras to the cloud.

RBMH, whose own motto is “Giving wings to people and ideas,” is as fearless as some of the athletes they film when it comes to taking calculated risks with the technology and workflows they employ. Specifically, the Frame.io Camera to Cloud workflow has helped RBMH deliver footage from events like the FIM Hard Enduro World Championship races to the Red Bull Cliff Diving World Series.

Red Bull cliff diver

The Red Bull Cliff Diving World Series. Image © Red Bull

So it’s no surprise that when they learned we had a new addition to our C2C workflow—Real-Time Logging (RTL)—they took the leap to see how it could help them soar to new heights in terms of ease and speed of delivery for their eye-popping content to news and social media outlets.

Living on the edge

Based in Salzburg, Austria, RBMH employs approximately 1,100 people who manage the media production needs for the many events the World of Red Bull produces globally. Known for their support of extreme sports, Red Bull needs extremely knowledgeable tacticians to surmount the many challenges that covering these events present. With crews ranging anywhere from five to 200 people in size, RBMH is responsible for making sure that their coverage conveys the excitement and high stakes of the event—and keeps fans engaged in the thrill of the moment.

Extreme water skiing.

RBMH captures all the excitement for the many sports Red Bull sponsors. Image ©Red Bull.

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