Yes, I think the Red Bull Air Races are awesome, and they're definitely pushing limits in an area of the human and aeronautic performance envelope that's been passed over by the military. But why and how is a fizzy drink company doing all this?

They're also attached as my sibling comment notes to Felix Baumgartner's space jump. Not to mention such diverse activites as snowboarding, mountain biking, freestyle motocross, ice cross downhill, skiing and BMX events. Cliff diving. Soapbox races. Flugtag. F1. E-sports. Stock Cars. Rallycross. Association football. Sailing. Being at the forefront of these industries is not normal for eg. Horlicks.

They manufacture energy drinks, but they're at home in the above industries. How weird is that?