The key to how it achieved this is the main reason that many sponsors and team owners take part in the sport: brand exposure. Although the energy drinks giant poured an estimated US$240m into Red Bull Racing and Toro Rosso throughout the season, it got much more than its money's worth in return. Red Bull emerged triumphant off the track as well as on it and ended the season with more than just two championships to celebrate.
The 2010 F1 season was seen by many fans as the most exciting in years, but although the battle on track caught most of the attention, the crucial off-track battle to emerge top in the financial stakes was full of plenty of twists and turns of its own.