Mateschitz

Mateschitz, Dietrich (born 1944) is an Austrian entrepreneur who co-founded Red Bull GmbH, the company behind the Red Bull energy drink. In 1984 he partnered with Chaleo Yoovidhya to adapt Krathing Daeng, a Thai energy drink, for Western markets. The first Red Bull products were launched in Austria in 1987 and later expanded internationally, helping to establish energy drinks as a global category.

Marketing and brand development are central to Mateschitz’s influence. He pursued an aggressive, youth-oriented strategy based on extreme-sports sponsorships, high-energy branding, and experiential marketing. This approach helped turn Red Bull into a global lifestyle brand with a distinctive identity and broad distribution.

Expansion into sports, media, and events followed. Under the Red Bull umbrella, the group has owned and sponsored multiple sports properties and ventures, including football clubs such as RB Salzburg and RB Leipzig, the New York Red Bulls, and the Red Bull Racing Formula One team, among other activities. The portfolio reflects a strategy of integrating branding with competitive platforms.

Philanthropy and impact are also noted in discussions of Mateschitz’s career. Through private foundations and corporate philanthropy, he supported cultural, scientific, and humanitarian initiatives in Austria and beyond. He is regarded as one of Austria’s most influential and wealthiest business figures, known for maintaining a low-profile personal life while shaping global branding and sponsorship landscapes.