From May 1 to 4, 2026, the 15th Red Bull Business Schools Desert Adventure ("the 15th Sand Game") swept across the Tengger Desert in Alxa League, Inner Mongolia. Under the theme "Stay True, Go Far," the event brought together over 4,000 MBA, EMBA, and MEM students and alumni from more than 120 business schools across China and beyond to take on the ultimate desert challenge. The event coincided with the May Day holiday, and set against the breathtaking landscape of the Tengger Desert, TCP Group's Red Bull brand — the chief strategic partner and exclusive energy partner for the entire race — deeply empowered the event at every stage. The brand's spirit of "Go Beyond" resonated with the core values of competitive sports, with the innovative "sports + holiday tourism" model igniting the May Day consumption boom, while the event further strengthened the foundation of Sino-Thai economic, trade, and cultural exchanges. In this vast sea of sand, the spirit of perseverance, the vitality of cultural tourism, and the bonds of cross-border friendship converged and thrived.

TCP Group's Red Bull provides full-process support for the 15th Red Bull Business Schools Desert Adventure

In a three-day, two-night race schedule, participants traversed designated routes ranging from 33 km to 99 km depending on their divisions. The competition featured multiple divisions — Ultra A, A, B, C+, C, and D — spanning the full spectrum from elite Ultra A competition for seasoned runners to beginner-friendly options for those taking on their first desert challenge. Under the scorching sun and relentless windswept sand, each runner was pushed to their physical and mental limits. Throughout the ordeal, Red Bull provided a comprehensive support system — from energy replenishment and immersive brand engagements to post-race recovery — empowering every participant to push past their personal boundaries.

The 15th Red Bull Business Schools Desert Adventure kicks off

Red Bull provides Full-Process Energy Support in the Desert and Fuels a Sports-Tourism Consumption Boom

The 15th Sand Game brought together China's top business schools, with Peking University, Tsinghua University, Renmin University of China, Nankai University, Shanghai Jiao Tong University, Zhejiang University, Sun Yat-sen University, and Cheung Kong Graduate School of Business among the participants, alongside first-time desert challengers such as Wuhan University of Technology and Hangzhou Normal University. Students and alumni enthusiastically signed up, with some business school deans personally leading their teams — a testament to the event's value as a "second classroom" for business education, transforming management theories into real-world capabilities and refining leadership, teamwork, and resource integration skills in the harshest environments.

Race scene at the 15th Red Bull Business Schools Desert Adventure

In keeping with the theme "Stay True, Go Far," TCP Group's Red Bull brand elevated the interactive experience across the event. At the Red Bull booth in the Sand Game Expo, TCP Group created an immersive interactive experience space to help participants adjust their mindset and unlock their energy before the race. At the central camp and CP4, specially designed mirror-finished Red Bull brand installations invited every competitor to look within — to see the true self of endeavor and energy reflected back at them. This creative design embodied the hope that once on the course, participants would draw strength from deep within to forge ahead with courage.

Red Bull central camp at the 15th Sand Game

At the Red Bull central camp, TCP Group offered professional stretching, soothing massages, and specially crafted energy drinks, and set up an interactive feedback area to continuously listen to participants’genuine input and enhance the brand experience.

Diverse experiences at the Red Bull central camp of the 15th Sand Game

Meanwhile, Red Bull Energy Stations were positioned at supply points along the entire course, providing Red Bull energy drinks and essential supplies throughout. From pre-race preparation to race-day exertion and post-race recovery, this full-spectrum energy support ensured every participant could push past their limits in peak condition.

Red Bull Energy Stations along the course provide instant energy support

This May Day holiday saw a sustained surge in public enthusiasm for travel, with short-distance getaways, outdoor adventures, cultural tourism, and leisure sports emerging as the dominant new trends in holiday consumption. Seizing the May Day travel boom, Red Bull pioneered an innovative model that fuses competitive sports with holiday tourism, dismantling the barriers between sporting events and mass leisure, and transforming professional desert racing into a new highlight of holiday consumption and a fresh travel scenario.

On one hand, the event was hosted at Alxa, a distinctive desert cultural tourism destination. Leveraging the unique landscape and pristine ecology of the Tengger Desert, it organically combined professional competition with desert sightseeing, immersive outdoor experiences, and holiday leisure. This not only allowed business elites to sharpen their resolve and strengthen their bodies through elite racing, but also fueled demand in surrounding cultural tourism sectors — accommodation, dining, and local specialty consumption — effectively invigorating the regional holiday cultural tourism economy and contributing to the high-quality development of the local cultural tourism industry. On the other hand, Red Bull used the event to promote a new holiday lifestyle concept centered on healthy exercise and positivity to the broader public, advocating a lifestyle that embraces nature and outdoor exploration. By integrating sports into holiday life and infusing May Day moments with the passion for competition, the initiative delivered a multi-layered impact: depth in professional sports, enthusiasm for mass tourism, and the integration of sports and culture.

Khun Supachai Junkeiat, CEO of TCP China, remarked: "Every step taken in the desert is a response to passion. Red Bull was honored to accompany over 4,000 business elites across this vast sea of sand and witness them meet the challenge with the heart of a champion. We believe that true breakthroughs are not measured by speed, but by whether one gives it their all. The fighting spirit and unwavering passion demonstrated by the participants in the 15th Sand Game embody the very core of Red Bull's brand ethos. TCP Group's Red Bull brand not only strives to meet consumers' diverse energy needs through innovative products, but also hopes to spread the belief of 'Go Beyond' through sustained investment in sporting events and the creation of immersive experiences. We will continue to empower consumers to unleash their potential, while using sports as a bridge to foster the innovative integration of consumption scenarios and promote cultural exchanges and friendship between China and Thailand."

The 5km "Red Bull Final Race" — Extending the Desert Track into a Bridge for Sino-Thai Exchanges

After three days of trekking and having covered the vast majority of the distance, all participants faced the final 5km special segment — the "Red Bull Final Race." Following the grueling journey, this final sprint was no longer a mere contest of speed, but a dual test of willpower and untapped potential. As the starting signal rang out, figures charged through the sea of sand in determined pursuit, making the final five kilometers a fitting testament to the spirit of "Go Far."

Ultimately, Yuan Zaihao of the United Brand Team and Bai Hua of the School of Management, Sun Yat-sen University claimed the men's and women's championships respectively in the "Red Bull Final Race" special event. Both champions also secured qualification for the 2026 "Amazing Thailand Marathon Bangkok," earning the opportunity to reignite their passion for sport against the backdrop of Bangkok's iconic city landmarks, and received a special travel package sponsored by the Tourism Authority of Thailand (TAT).

The "Red Bull Final Race" special event

After three days of intense competition, champions across all categories were crowned: for the MBA team category, Antai College of Economics and Management, Shanghai Jiao Tong University claimed the championship for the fifth consecutive year. Chongqing University and Cheung Kong Graduate School of Business took second and third place respectively. For the EMBA team category, East China University of Science and Technology EMBA, Southeast University EMBA, and Chongqing University EMBA secured the top three spots. For the MEM team category, Tsinghua University MEM and Nanjing University of Aeronautics and Astronautics MEM claimed the championship and runner-up titles respectively. Besides, a total of 47 business school teams received the event's highest honor, the“Golden Sand Gull”Award, while 2 teams earned the “Silver Sand Gull” Award. Additionally, 8 business schools received the “Legacy & Transcendence” Award, and 5 schools were honored with the “First Expedition Camel Bell” Award.

Award ceremony of the "Red Bull Final Race" special event

Miss Pattaraanong Na ChiangMai, Deputy Governor for International Marketing – Asia and South Pacific, Tourism Authority of Thailand, commented: "Sports events play a unique role in promoting tourism cooperation and people-to-people exchanges between Thailand and China. We are delighted that the two winners of the previous 'Red Bull Final Race' already made their appearance at the 'Amazing Thailand Marathon Bangkok' held at the end of November last year, enjoying the diverse energy of Bangkok alongside runners from around the world. The Sand Game not only showcased the athleticism of every participant, but also added new momentum to Thai-Sino sports tourism cooperation. With the mutual visa exemption arrangements between China and Thailand providing greater convenience for travel, the Tourism Authority of Thailand is working closely with partners to further extend flight connectivity, promote joint marketing initiatives, and deliver happy, unforgettable, and memorable travel experiences for Chinese tourists, further deepening the close ties and friendly exchanges between the two countries. "

Using sports as a medium, TCP Group's Red Bull brand has extended the desert racing track into a bond for Sino-Thai people-to-people exchanges. As a multinational enterprise originating from Thailand and deeply rooted in China, TCP Group has always been committed to building bridges for cultural and people-to-people exchange between the two countries through concrete actions. TCP Group will continue to enhance friendly interactions among the business, education, and youth communities of both nations through a diverse range of sporting activities, including the Business Schools Desert Adventure and marathons, contributing to the deep and enduring China-Thailand “family bond”.

The footprints in the desert will be smoothed away by the wind, but the spirit etched into every heart will endure. TCP Group's Red Bull brand will continue to energize every "true self" and support every passionate journey. While the 15th Business Schools Desert Adventure has concluded, Red Bull's journey alongside those who dare to challenge continues ever onward.

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