Partnering with Oracle Red Bull Racing, Yeti is thrilled to have contributed to Max Verstappen’s fourth consecutive Formula One World Championship victory in Las Vegas last Sunday. Initially brought on board in 2022 to assist with sustainability efforts at the team’s Milton Keynes headquarters, Yeti has since collaborated on various projects with the World Champions beyond providing reusable products to reduce waste on their campuses. This partnership is a source of immense pride for the multinational company based in Austin, Texas.
Bill Neff, Head of Marketing at Yeti, shared, “[Oracle Red Bull Racing] are wonderful people, and it is truly humbling for us to see our products performing so well on the track. Displaying their name on our partner wall is an honor for us.”
Similar to Oracle Red Bull Racing, Yeti has grown from modest beginnings established by brothers Roy and Ryan Seiders almost 20 years ago in 2006. Their mission was to create a reliable cooler for daily use, which eventually led to the creation of the Tundra Hard Cooler.
The demand for Yeti products spread rapidly within American outdoor enthusiast communities, starting with fishing and hunting and expanding into whitewater rafting and barbecue enthusiasts after diversifying into more accessible drinkware in 2013.
The collaboration between Yeti and Oracle Red Bull Racing began unexpectedly through a connection on LinkedIn, with ideas workshopped between the two parties. Neff explained, “We started as friends with a mutual interest, and it naturally progressed into a partnership.”
Yeti’s involvement with Oracle Red Bull Racing has evolved beyond providing water bottles and coolers for the team to now assisting with cooling the engines and braking systems, showcasing the innovative solutions the company offers. They aim to enhance performance and support the team in their pursuit of success.
Yeti sees Oracle Red Bull Racing as the perfect partner, providing tailored solutions that meet the team’s specific needs rather than a generic licensing agreement. While they prioritize product quality over traditional hospitality benefits, they do engage in event hospitality to reward employees and clients.
Looking ahead to 2025, Yeti is focused on continuing to enhance their collaboration with Oracle Red Bull Racing and finding new ways to delight Formula One fans with innovative products. Neff stated, “We aim to work together collaboratively, finding engaging ways to support the team and contribute to their success.”
