Tributes poured in on Sunday the day after the death of the founder of the group of energy drinks Red Bull, the Austrian billionaire Dietrich Mateschitz, many voices hailing his contribution to the economic and sporting world. In the Alpine country where this visionary was born in 1944, President Alexander Van der Bellen spoke of “a simply breathtaking life”. “We have lost a great promoter of extreme and high level sports,” he reacted on Twitter.
Dietrich Mateschitz hat von Österreich aus ein weltweit bekanntes und erfolgreiches Unternehmen aufgebaut, mit ihm ist aber auch ein großer Förderer des heimischen Spitzen- und Extremsports von uns gegangen. (1/2)
— A. Van der Bellen (@vanderbellen) October 23, 2022
“He will be remembered as one of the most outstanding Austrian entrepreneurs,” added Conservative Chancellor Karl Nehammer, hailing his “innovative” spirit.
From the origin of the Red Bull brand
The Red Bull energy drink was born during one of Dietrich Mateschitz’s many business trips as the marketing director of a German cosmetics company, when he was served a sugary drink common in Asia in a luxury bar in Hong Kong. Impressed by the brew’s apparent ability to help him overcome his jet lag, he decided to join forces with Thai businessman Chaleo Yoovidhya, who developed the soda, to found Red Bull in 1984.
Based in a green valley in the Alps, in Fuschl-am-See, the firm has slowly but surely conquered Western taste buds and the brand has grown worldwide thanks to a clever communication strategy. Today, Red Bull employs more than 13,000 people in 172 countries, with a turnover of around 8 billion euros, and sells nearly 10 billion cans a year.
F1 team in shock ahead of Austin GP
Its energy drink “giving wings”, Red Bull first made a name for itself by betting on extreme sports before engaging in two giant disciplines of world sport: Formula 1 and football. With immediate success in F1. In Austin, Texas, where the United States Grand Prix takes place on Sunday, the Red Bull team, which hopes to win the 5th constructors’ title in its history (since 2005), was in shock.
The news of the death mourned a weekend which was to be the occasion of a celebration, two weeks after Dutchman Max Verstappen’s second consecutive title in Japan. “This is difficult news for everyone, for Red Bull and for the sport, and for me in particular”, reacted the world champion, promising to “win the race for him”.
Sainz and Vettel tributes
Spaniard Carlos Sainz Jr, who gave Ferrari its first pole, also had a word for Dietrich Mateschitz. “I can’t be fully happy today,” the former Red Bull driver commented on social media.
Who to succeed Dietrich Mateschitz?
Before the start of MotoGP Malaysia, the paddock gave him a minute of applause in tribute to Dietrich Mateschitz. Finally, note the condolence message on Twitter from former American skier Lindsey Vonn, one of the many sportswomen accompanied by the brand with the red bull. “This is such sad news. I knew +Didi+ and I was part of the Red Bull family for almost 20 years,” wrote the champion.
With the death of Dietrich Mateschitz, the question of his successor arises. The name of his only son Mark, 30, is advanced, but the Thai partner, majority shareholder, will have a say, noted the Austrian press on Sunday.