Sponsor Activation Case Study: Red Bull, Rimmel and Athlete Endorsements at Live Events

How Athlete Endorsements and Co-Sponsorships Transform Live Event Marketing in 2026

Struggling to achieve meaningful PR, drive attendee engagement, or differentiate your brand at expos and conferences? The solution may lie in partnerships that leverage the adrenaline-fueled power of athlete endorsements combined with strategic co-sponsorships. This case study unpacks how Red Bull and Rimmel London accomplished just that with their 2025 collaboration featuring gymnast Lily Smith, showing you exactly how to replicate their success.

The Case Study: Red Bull, Rimmel London, and Lily Smith

When two iconic brands join forces—an energy drink known for extreme sports and a cosmetics giant with a focus on self-expression—their shared mission can produce buzzworthy moments. During Rimmel’s launch of their Thrill Seeker Mega Lift Mascara, the brand partnered with Red Bull and gymnast Lily Smith to perform a 90-second aerial routine atop a New York City skyscraper, 52 stories high. Smith’s stunt gained widespread attention, supported by a robust PR campaign that relied on both visual spectacle and the athlete’s genuine connection to the product.

• What made the partnership stand out: Lily Smith, a five-time All-American gymnast and a Red Bull athlete, perfectly mirrored Rimmel’s "thrill-seeker" campaign message.
• The experiential angle: The rooftop event symbolized Rimmel’s bold, dramatic aesthetics while capitalizing on NYC’s landmark appeal.
• Results: Viral social media moments, millions of impressions online, and attendee engagement metrics unmatched by prior campaigns.

Key Findings: Metrics That Matter

In corporate activations, metrics are essential to assess ROI quickly. Here’s how the Red Bull-Rimmel partnership measured up:

• Media Coverage: The activation secured over 250 pieces of media coverage globally, via online publications and major news outlets.
• Attendee Feedback: Surveys conducted post-event reported a 92% positive sentiment around “brand excitement.”
• Social Media Engagement: The stunt achieved a 4.5% engagement rate, outperforming typical cosmetic launch averages (1.2%-1.8%).
• Influencer Scalability: Partner athletes like Lily Smith extended campaign visibility across her organic platforms, adding authenticity.

Why Athlete Endorsements Work in 2026

The year 2026 has ushered in significant changes in sponsorship strategies, with athletes becoming more than just faces for campaigns. They serve as active, relatable extensions of brand identity.

"Today’s exhibitors leverage athlete partnerships not just for promotion but for humanizing their campaigns," says marketing strategist Rebecca Moore. "In post-COVID years, authenticity matters more than ever."

Here’s why athlete endorsements align perfectly with live event activations:

• Memorability: Athletic stunts or appearances create moments attendees won’t forget, driving loyalty.
• Real-Life Connection: Audiences feel inspired when athletes embody the brand’s promise.
• Media Syndication: Global stars broaden campaign reach by connecting their fanbase to brand content.

Co-Sponsorship Strategies: Lessons from Red Bull & Rimmel

Combining forces through co-sponsorship amplifies reach and reduces risk. Red Bull and Rimmel demonstrated how complementary brands can bolster each other’s campaigns:

1. Shared Values: Align messaging across brands to avoid mixed signals, as Rimmel and Red Bull did emphasizing thrill and expression.
2. Budget Optimization: Shared expenses for venue, athlete talent, and logistics provide better ROI for both companies.
3. Dual Audiences: While Rimmel targeted beauty enthusiasts, Red Bull appealed to sports fans, creating cross-demographic synergy.

How Exhibitors Can Replicate the Formula

Ready to apply this blueprint for your own events? Follow these actionable templates:

1. Anchor Your Event with an Athlete Endorsement

Choose an athlete whose personal story aligns directly with your theme. For example, if hosting a tech expo, consider esports champions or VR athletes instead of traditional sports stars.

2. Pair Complementary Brands for Co-Sponsorship

• Identify non-competitive brands: For trade expos, think functional partnerships like a logistics company co-sponsoring a shipping tech brand.
• Split the activation elements: Have one brand handle venue design while the other focuses on entertainment.

3. Measure Success Using Multi-Tier Metrics

Track PR, social media, attendee surveys, and on-site conversions collectively to pinpoint campaign ROI. Use tools like SEMrush or Sprinklr for integrated analytics reviews.

Trends to Watch in Athlete Partnerships

As exhibitor strategies evolve, the following trends for athlete collaborations promise to dominate trade shows and expos:

• Micro-Influencer Athletes: Smaller names with niche audiences will provide deeper connection within their specific markets.
• Interactive Tech: Integrating AR/VR to display athlete challenges or simulate experiences.
• Sustainability Messaging: Eco-friendly athletes promoting green initiatives gain traction as brands strive for ESG transparency.

Conclusion: Think Big, Act Bold

The success of the Red Bull and Rimmel collaboration proves the power of unexpected partnerships and daring activation strategies. Whether you’re launching a product or boosting trade show booth engagement, leveraging athlete endorsements and co-sponsorships can not only elevate your brand but create enduring moments attendees love.

Ready to explore how your exhibitor strategy could ignite with athlete-backed activations? Download our free guide to planning next-gen co-sponsored events.

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