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Mateschitz, the great promoter of energy drinks and extreme sports thanks to Red Bull

Austrian businessman Dietrich Mateschitz was the mind behind the great energy drink revolution and the world of extreme sports, which since the 1980s finds its greatest representative in the red bull.

Born on May 20, 1944 in the Austrian region of Styria into a family of teachers, the founding chief of Red Bull He is on the Forbes list of the richest people on the planet.with an approximate fortune of more than 27,000 million dollars.

After several weeks of rumours, the richest man in Austria passed away today at the age of 78as reported by Red Bull itself in a statement.

Red Bull lets you down

Graduated in Economics and Business Administration at the University of Vienna, Mateschitz worked for years as a marketing manager for international companies such as Unilever and Blendax.

He was on a business trip to Thailand in 1984 when discovered the energy drink Krating Daeng (red bull in Thai), which was to become what is now Red Bull.

“I never believed that what started as a personal taste, would be a world bomb”Mateschitz once said, who, taken in by the taste of the Thai drink, successfully teamed up with its creator to bring this type of drink to the Western world.

In 1987 he officially introduced the brand in Austria, and has since made it the “Coke” of energy drinkswith more than 7,000 million cans sold each year, enough to provide caffeine to 80% of the planet.

The company, controlled by Meteschitz himself (49%) and the family of Thai businessman Chaleo Yoovidhya (51%), registered in 2021 sales for a value of 7,307 million euros, according to data from the commercial register, since Red Bull is not listed on the stock market.

Advertising and sport, its two great weapons

Much of the success and visibility as a “red bull” brand lies in the huge investment in advertising.

If ‘Coca-Cola’ allocates 9% of its income to this type of campaign, in the case of Red Bull that figure rises to 30% of turnover.

The Austrian brand, which sponsors hundreds of personalities related to winter sports and high risk in the world, found in the early 2000s in the formula 1 its great exhibitor.

In 2004, Mateschitz himself, who until then had been a sponsor of the Swiss Sauber team, founded his own F1 team -Red Bull Racing- after the purchase of the British Jaguar.

After some unremarkable beginnings, Red Bull reached the pinnacle of motorsport in 2010 with a double win: the constructors’ and drivers’ championships, won by a young man Sebastian Vettel.

This success was no accident, and proof of this was the dominance of the Mateschitz brand during the 2010s, with three consecutive “doubles” in 2011, 2012 and 2013.

Within the motor world, the Austrian businessman also has a second teame Formula 1 to train young drivers: Alpha Tauri.

Football and other sectors

His sports empire goes beyond the circuits and also has a football team from the Austrian first division, Red Bull Salzburg, eight times consecutive national champion since 2014 and for a few years a regular in the Champions League.

In addition, it has RB Leipzig, one of the strongest teams in the German Bundesliga, as well as the ‘New York Red Bulls’from the professional soccer league in the USA, but also two clubs in lower categories in Brazil

Closely related to sport is the ‘Hangar 7’ in Salzburg, a futuristic museum of motoring and aeronautics which also houses the set for a weekly sports debate broadcast live on ‘Servus TV’, Red Bull’s own terrestrial television channel.

Outside of sports, the company publishes around the world his own magazine, Red Bulletinwith a circulation of several million copies, in English, German, French and Spanish.

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