Beverage company Red Bull Canada has retained Newad Publishing of Montreal to produce a series of articles for the Quebec market about alternative sports and culture. The content will be posted to the Red Bull website and its mobile counterpart. The articles include photographs, music, art and events related to athletes in alternative sports. "The partnership between Red Bull Canada and Newad is a natural fit, which confirms the expertise of the Newad Publishing team in producing content that is perfectly in sync with the needs of advertisers," said Martine Desjardins, executive vice-president of publishing and content at Newad.