A company release states that the move to join the family of European Tour sponsors is part of a broader commitment to the game being undertaken by Red Bull. This follows two years of grass roots-level activities both in professional and amateur golf games.

In India the European PGA Tour airs on ESPN Star Sports. Red Bull will be launching a series of beneficial initiatives on The European Tour. These will be done mainly in association with the physiotherapy service, the European Challenge Tour and in club golf throughout the UK.

PGA's European Tour deputy executive director George O’Grady added, 'The European Tour has a history of joining forces with global brand leaders. In Red Bull we are partnering the undisputed leader in its market sector. Throughout the development of our relationship we have been very impressed by their level of professionalism, expertise and commitment, and we believe that this programme of activity will have far reaching benefits for both parties."