In Quebec City, downhill ice skating has a huge following among adrenaline junkies and residents alike.
With four teammates barreling down an ice surface at ridiculous speeds, this somewhat contact sport seems to gain popularity every year.
The Crashed Ice Competitions, as seen in this video, are quite fittingly sponsored by Red Bull energy drinks.
This sport has International events as wellâ€”the images here are from the 2005 Red Bull Prague Crashed Ice Competition.
Implications - It's become increasingly important for companies -- whatever business they're engaged in -- to tie their brand with real-world events and products. Sponsoring an already established sport or convention is a good start, but buzz is created and broadcast best when large companies reach out to small, grassroots movements and fund their growth. This builds word-of-mouth advertising (arguably, the most convincing) and wins the support of an entire community.