There is a lot of money to be made by using clever marketing to sell caffeinated sugar water to the gullible. So much money, in fact, that you can afford your own air force and your own space program. That money can be further multiplied by staging your own sporting events in sports that suit your brand, such as freestyle mountain biking, or motocross, though it is best not to ask about competitor insurance. This should probably not come as a surprise, though, from a company owned by someone who threatened to shut down a TV station when the people who worked there wanted to convene a works council.
The peddling of sugar water generates enough revenue to fund not one, but two Formula One teams, a soccer team or four, as well as backing large numbers of racers and teams in all forms of two-wheeled competition. It may seem churlish to complain about energy drink companies, given the amount of money they pump into motorsports, but that money also creates a major risk.