He Created an Empire: The Story of Dietrich Mateschitz

The company, based in Fuschl, informed employees in an email shortly before midnight: “In these moments, grief covers up all other feelings. But soon the sadness will give way to gratitude, for what he changed, moved, achieved and made possible for so many people. We will remain respectfully and lovingly connected to him,” it said: “It is the task and responsibility of all of us to continue his life’s work in his spirit.”

The news reached Red Bull's most famous offshoot, alongside the can itself, immediately before qualifying for the US Grand Prix. Both Formula 1 teams, Red Bull and Alpha Tauri, competed. Mateschitz shapes the sport with Red Bull With his company and his marketing strategy, Mateschitz shaped sports worldwide for many years. In addition to the Bundesliga soccer team RB Leipzig, the Austrian's empire also includes the Red Bull Munich ice hockey club and the Formula 1 teams Red Bull and Alpha Tauri, formerly Toro Rosso. Numerous athletes around the world are under contract with Red Bull. “He created a brand and an area that didn’t exist before. What he did for the sport and how much he gave to the sport did not exist before,” said Mercedes' Austrian motorsport director Toto Wolff on the Sky channel. “He was an incredibly visionary entrepreneur,” said Formula 1 managing director Stefano Domenicali. “I will miss him very much, as will the whole Formula 1 family.” “What he did for the sport and how much he gave to the sport never existed before.” Mercedes Motorsport Director Toto Wolff

Mateschitz founded the company together with the Thai Chaleo Yoovidhya in 1984. During a visit to Asia, he had previously learned about the stimulating effects of the energy drink Kraetin Daeng (“Red Bull”). Mateschitz held 49 percent of the shares in the company, his business partner's family the other 51 percent. It remains unclear who will now take over the management of the company. For a few years now, his son, whom Mateschitz has with his former partner, has been groomed as a potential successor. Unique company strategy With his company, Mateschitz became a multi-billionaire. The US magazine “Forbes” listed Mateschitz in 27,4st place in the global billionaire ranking this year with a fortune of $51 billion. After his initial interest in architecture, the Styrian decided to study business administration at the Vienna University of World Trade.

Red Bull's influence in football is often criticized: Here is a picture of RB Leipzig's cup victory. © APA/afp / THOMAS KIENZLE

Mateschitz, who was born on May 20, 1944 in St. Marein in the Mürztal, then went through the marketing department of Unilever and Jacobs to the toothpaste manufacturer Blendax before Mateschitz went into business for himself with Red Bull. The company's marketing concept in sports included, above all, direct identification with the brand and its name. Successes upon successes The fact that the RB at RB Leipzig stands for RasenBallsport and not for Red Bull is only due to the ban on advertising in club names in German professional football. In Salzburg and New York both clubs bear the company name. In Formula 1, Mateschitz celebrated the most successful time with Sebastian Vettel; from 2010 up to and including 2014, the Heppenheim native and Red Bull won the driver's and constructor's titles respectively. Last year, Red Bull returned to the throne with world champion Max Verstappen and is again dominating the premier motorsport class this year.

In addition to sports and real estate, Mateschitz' empire also includes various media, including his own TV station. There has been repeated criticism of the often highly risky sports in and with which Red Bull advertises itself, as fatal accidents and falls have occurred during advertising shoots.

Football

Italy

International leagues

International

Winter sports

Tennis

Other sports

Motorsport

Cycling

Watersports

Events

Favorites

He Created an Empire: The Story of Dietrich Mateschitz

Dietrich Mateschitz is dead. The Red Bull founder died on Saturday at the age of 78. Here is his story.

Suggestions

Comments (0)