Weber, EmilioThis project critically examines the ways in which city space and place are mobilized for capital interests through an examination of the global sports and energy drinks brand, Red Bull, and specifically its urban-based event strategies. The events such as the ones Red Bull hosts, alongside other spectacular urban projects have been prominent endeavors in which the lived experience of space has been reformulated by those who wield power and influence in the city. Informed by the contextual forces and logics of neoliberal urbanism, Red Bull strategically deploys the physical and symbolic reformulation of cities as an important aspect of its brand marketing strategy. The company, alongside local entities, impact the physical environment of the urban areas they occupy for the events. In addition, representations of places are presented and altered. These alterations of urban space and place have included an increased focus on spectacular consumption sites and experiences, in addition to the policing and surveillance of such spaces. Furthermore, this thesis offers analytical insight into the ways Red Bull’s urban strategizing is both and product and producer of the normalized neoliberal fabric that has come to envelope the contemporary US city: ultimately reproducing urban spaces which promote private profit and continue or exacerbate the inequalities felt in cities. Drawing from a range of interdisciplinary scholarship, I examine the relationship between, and impact of, sporting events hosted within the context of neoliberal cities. Deploying theoretical frameworks based in urban studies, neoliberalism, and critical geography informs the literature review and my research. This literature includes, but is not restricted to, physical cultural studies, urban studies, the sociology of sport, and event literature. Additionally, I utilize a case study method to examine the nature of the events within the urban and sport context they take place in. Completing field research and participant observation at three Red Bull sporting events, hosted in three distinct locales in June 2023, August 2023, and February 2024, I focus on the composition, meaning, affect, and experience of urban space, as created by the event itself, alongside marketing and promotional strategies of the company and cities in relation to these events. The research findings are divided into two empirical chapters, focused on the material and symbolic impacts upon urban space and place, respectively. I posit these findings as a normalized occupation of urban space, following the logics of neoliberalism and the event/content production of Red Bull. In conforming to neoliberal capitalist ideas focused on commercialized spectacle, these events simultaneously work to normalize this corporate use of urban space.enThesisGeographySociologyKinesiologyCitiesEventsNeoliberalismPlaceRed BullSpace