Honestly didn't really see this coming. Red Bull is so ubiquitous that it's impossible to not watch a film or event without catching a glimpse of the logo on someone's gear or on advertising.
Shawn White's asking for 3 times his original deal - which correct me if I'm wrong I presume is above the going rate for other athletes contracts - kind of smacks of arrogance. Yeah, he's one of the top, if not the best, snowboarders in the world. However, I think Red Bull has made a smart decision as snowboarding and freeskiing is getting bigger than just one athlete so not giving him a new contract will in the long run end up being a good decision on their part allowing them to sponsor more athletes, films and events without having to rely on one single rider.