Madison has this morning announced a distribution partnership with drinks brand Red Bull.
The deal means retailers in all markets that Madison serves now have access to stock of the world's 'most popular' energy drink.
Commenting on the agreement, Madison CEO Dominic Langan said, “Madison has so many synergies with Red Bull especially through our sponsored riders in cycle, MX and snow. It makes perfect sense to join forces. For our customers, Red Bull makes a great partner and has helped us create a strong retail package to ensure product placement in this core action sports sector.”
Red Bull first appeared on the Austrian market in 1987 and has since gone onto to become a global brand synonymous with every action sports market going, no matter how niche.
Sponsored athletes on its books include the likes of Corey Martinez, Danny Macaskill, Daniel Dhers and the Athertons to name a few.