Red Bull
Am Brunnen 1,
Fuschl am See, 5330,
Austria
Fuschl am See, 5330,
Austria
43 662-658-20
Consumer Packaged Goods
Red Bull Technographics
Red Bull Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Red Bull and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 15779 Red Bull employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Red Bull has purchased the following applications: SAP ERP ECC 6.0 for ERP Financial in 2014, Avature CRM for Candidate Relationship Management in 2017, Ticketmaster for Reservation and Booking Management in 2023 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Red Bull is running and its propensity to invest more and deepen its relationship with SAP , Avature , Oracle or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Red Bull revenues, which have grown to $12.14 billion in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Red Bull intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Red Bull Tech Stack and Enterprise Applications
Red Bull ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| SAP | Legacy | SAP ERP ECC 6.0 | ERP Financial | ERP | n/a | 2014 | 2014 |
In 2014, Red Bull implemented SAP ERP ECC 6.0 as its ERP Financial system to centralize finance and controlling capabilities. SAP ERP ECC 6.0 was positioned to support core finance processes and master data governance across the organization, with the application name SAP ERP ECC 6.0 referenced throughout the deployment documentation.
The implementation concentrated on SAP FI/CO configuration and SAP MDG capabilities, delivering functional modules typical for ERP Financial deployments including general ledger, accounts payable, accounts receivable, asset accounting and controlling structures. Activities included extensive customizing and solution support, ongoing maintenance and development of the productive SAP FI/CO environment, and formalized test management for new configuration and enhancement cycles.
Operational support and rollout scope emphasized both national and international projects, with guidance and support of local key-users and coordinated key user training across sites. The program provided functional and technical support teams responsible for analyzing user incidents, proposing new solutions, and sustaining the productive environment for finance and controlling business functions.
Governance workstreams were established through the SAP MDG implementation and test management efforts to tighten master data controls and user acceptance processes. The initiative included structured user training, collaboration and leadership on roll-outs, and continuous contribution to process improvements in finance operations.
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Expense Management | ERP |
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2014 | 2014 |
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Red Bull HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Avature | Legacy | Avature CRM | Candidate Relationship Management | HCM | n/a | 2017 | 2017 |
In 2017, Red Bull implemented Avature CRM as a Candidate Relationship Management solution. Avature CRM is used on Red Bull's website at https://redbull.avature.net/Login/ to provide a candidate-facing portal and centralized talent engagement, with the public career site serving as the primary access point for applicants and recruiting teams.
The implementation configures core Candidate Relationship Management capabilities including candidate profile management, talent pools, campaign orchestration for recruitment marketing, and workflow automation for candidate engagement. Avature CRM captures candidate accounts, tracks application status, supports targeted communication sequences, and manages interview or event coordination, aligning functional modules with talent acquisition and recruitment marketing business functions.
Operational coverage is centered on Red Bull's recruiting organization and the public website careers channel, with recruiting teams using Avature CRM to operationalize sourcing, nurture campaigns, and candidate communication. Governance has been structured around talent acquisition workflows, candidate data handling, and role based access controls for recruiting users, reinforcing the relationship between Red Bull, Avature CRM, Candidate Relationship Management and talent acquisition as the primary business function.
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Recruiting, Applicant Tracking System | HCM |
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2012 | 2012 |
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Red Bull ERP Services and Operations
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Ticketmaster | Legacy | Ticketmaster | Reservation and Booking Management | ERP Services and Operations | n/a | 2023 | 2023 |
In 2023, Red Bull deployed Ticketmaster as its Reservation and Booking Management solution on its website to power ticketed event flows and public event listings. Ticketmaster is embedded into Red Bull web pages to present event catalogs, manage seat selection and execute booking workflows while maintaining the Red Bull branded user experience. This Red Bull Ticketmaster Reservation and Booking Management capability supports business functions for marketing driven events and live experience ticketing.
The implementation architecture relies on a web integration model where Ticketmaster delivers inventory and reservation orchestration that is surfaced inside Red Bull site navigation and pages. Functional modules consistent with a Reservation and Booking Management deployment include event catalog management, inventory and seating map handling, booking orchestration and confirmation workflows. Governance and operational control are organized around event programming, listing approvals and booking policy coordination between Red Bull marketing and event operations teams.
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Red Bull Blockchain
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Blockchain Platform | Blockchain |
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2021 | 2021 |
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Red Bull Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Audio Video and Web Conferencing | Collaboration |
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2020 | 2020 |
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Audio Video and Web Conferencing | Collaboration |
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2021 | 2021 |
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Collaboration | Collaboration |
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2020 | 2020 |
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Red Bull Content Management
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Digital Signing | Content Management |
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2021 | 2021 |
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Red Bull CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Customer Data Platform | CRM |
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2013 | 2013 |
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Customer Data Platform | CRM |
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2021 | 2021 |
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Customer Experience | CRM |
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2018 | 2018 |
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Customer Support | CRM |
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2015 | 2015 |
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Digital Advertising Platform | CRM |
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2021 | 2021 |
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Digital Advertising Platform | CRM |
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2021 | 2021 |
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Marketing Analytics | CRM |
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2015 | 2015 |
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Marketing Automation | CRM |
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2018 | 2018 |
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Marketing Automation | CRM |
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2022 | 2022 |
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PR and Media Communication | CRM |
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2020 | 2020 |
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Sales Automation, CRM, Sales Engagement | CRM |
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2021 | 2021 |
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Social Media Management | CRM |
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2020 | 2020 |
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Red Bull ITSM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Performance Management | ITSM |
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2016 | 2016 |
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IT Service Management | ITSM |
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2018 | 2018 |
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Remote Monitoring and Management | ITSM |
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2020 | 2020 |
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Red Bull TRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Governance, Risk and Compliance | TRM |
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2021 | 2021 |
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Red Bull PaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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API Management, iPaaS (Integration Platform as a Service) | PaaS |
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2020 | 2020 |
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Apps Development | PaaS |
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2023 | 2023 |
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Transactional Email | PaaS |
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2015 | 2015 |
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Transactional Email | PaaS |
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2016 | 2016 |
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Red Bull IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2014 | 2014 |
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Content Delivery Network | IaaS |
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2021 | 2021 |
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Content Delivery Network | IaaS |
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2014 | 2014 |
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Content Delivery Network | IaaS |
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2013 | 2013 |
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Content Delivery Network | IaaS |
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2021 | 2021 |
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Red Bull CyberSecurity
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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Endpoint Detection and Response (EDR) | CyberSecurity |
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2024 | 2024 |
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Identity and Access Management (IAM) | CyberSecurity |
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2021 | 2021 |
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Secure Email Gateways (SEGs) | CyberSecurity |
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2022 | 2022 |
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Red Bull Internet of Things
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
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IoT Platform | Internet of Things |
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2017 | 2018 |
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IoT Platform | Internet of Things |
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2017 | 2017 |
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IoT Platform | Internet of Things |
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2013 | 2013 |
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IT Decision Makers and Key Stakeholders at Red Bull
| First Name | Last Name | Title | Function | Department | Phone | |
|---|---|---|---|---|---|---|
| No data found | ||||||
Apps Being Evaluated by Red Bull Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Red Bull IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Red Bull digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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FAQ - APPS RUN THE WORLD Red Bull Technographics
Red Bull is a Consumer Packaged Goods organization based in Austria,
with around 15779 employees and annual revenues of $12.14 billion.
Red Bull operates a diverse technology stack with applications such as
SAP ERP ECC 6.0, Avature CRM and Ticketmaster,
covering areas like ERP Financial, Candidate Relationship Management and Reservation and Booking Management.
Red Bull has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as SAP, Avature and Ticketmaster.
Red Bull recently adopted applications including
FortiEDR in 2024, Ticketmaster in 2023 and Airtable in 2023,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Red Bull’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Red Bull’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Red Bull technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.