Sullivan was contracted to provide strategic motorsports consulting services to Red Bull and helped manage their entrance into the U.S. auto racing market. The initial step was taken with the sponsorship of the #58 Red Bull Brumos Porsche in the Rolex Sports Car Series.

In 2007 Sullivan helped facilitate the ultimate goal a primary sponsorship in NASCAR’s premier series, the NASCAR Sprint Cup Series, a series entitlement that Sullivan had created. Red Bull accomplished their goal with unique Red Bull style. They created a new sponsor owner model and created their own two car team that was sponsored and totally owned by Red Bull.

Additionally, Sullivan worked to bring the very successful Red Bull Rookies Cup program from Europe to the United States under a sanction from AMA Pro Racing.