Sports marketing is divided into three sectors: marketing of a sport, marketing products and services through sports and promotion of a sport to the public. This thesis is mostly referring to marketing through sport, and its analysis of a very unique and innovative organization. Red Bull GmbH is a leader within the dynamic area of energy drinks, a fast-growing area of the beverage sector. The objectives of this thesis are to show how Red Bull develops its marketing strategy and identify the principles and processes involved, to describe the tools and techniques used in their marketing and show how they have been applied. The main goal of this thesis is to explain how effective is the association with extreme sports for Red Bull.

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This master´s thesis is focused on simultaneous determination of sweeteners and preservatives in energy drinks by liquid chromatography coupled with DAD and ELSD detection. The method was optimized for determination of aspartame, acesulfame K, saccharin, sucralose, steviol glycosides, benzoic acid and sorbic acid. Analyses were carried out on the Poroshell 120 EC-C18 column (4.6 x 150 mm, 2.7 m, Agilent) using mixture of methanol, acetone and water with formic acid and trimethylamine as a gradient mobile phase at a flow rate 0,5 mL•min-1. Validation parameters were determined (limit of detection, limit of quantification, repeatability and recovery). The validated method was applied on real samples.

El presente trabajo de investigación pretende poder analizar las relaciones que existen entre las variables Valor de contenido hedónico, boca a boca electrónico (eWOM), Interactividad de la marca (BI) y el Compromiso de la marca del consumidor (CBE) dentro de la categoría de bebidas energizantes, en donde el uso y promoción del contenido de valor se trabaja y difunde principalmente por redes sociales afines a consumidores jóvenes dado los estilos de vida activos y ocupados que suelen llevar. Asimismo, la metodología que se va a utilizar en la cuantificación para las hipótesis serán con técnicas estadísticas de correlación y regresión lineal múltiple con el software SPSS. El contenido hedónico que desarrollan las marcas pertenecientes a la industria de energizantes, permite a que el usuario interactúe y participe en las actividades de marketing que promueva esta misma con la finalidad de que exista un compromiso entre marca-consumidor, y con ella, influya de manera positiva en el comportamiento del individuo. En efecto, los comentarios, opiniones, reseñas y experiencias que el involucrado transmite por redes sociales, fortalece el vínculo con la marca; además, de inclinar a que otros usuarios apuesten y se inclinen por la marca, y con ello, aumenten las posibilidades de interacción a nivel de estado cognitivo, emocional y conductual en beneficio para la misma. / The present research work aims to be able to analyze the relationships that exist between the variables Value of hedonic content, electronic word of mouth (eWOM), Brand Interactivity (BI) and Consumer brand engagement (CBE) within the category of energy drinks, where The use and promotion of valuable content is worked on and disseminated mainly by social networks related to young consumers given the active and busy lifestyles that they usually lead. Likewise, the methodology that will be used in the quantification for the hypotheses will be with statistical techniques of correlation and multiple linear regression with the SPSS software. The hedonic content developed by brands belonging to the energizers industry, allows the user to interact and participate in the marketing activities that it promotes in order that there is an engagement between brand-consumer, and with it, influence the positive way in the behavior of the individual. Indeed, the comments, opinions, reviews and experiences that the person involved transmits through social networks, strengthens the bond with the brand; In addition, to incline other users to bet and lean towards the brand, and with it, increase the possibilities of interaction at the level of cognitive, emotional and behavioral state for the benefit of it. / Trabajo de investigación