The death of a man with a destiny, the Austrian Dietrich Mateschitz

The world of sport and economy is in mourning.

He is the creator of the Red Bull energy drink company, the Austrian billionaire Dietrich Mateschitz, as secretive as his firm was famous, especially in the world of sports marketing, has died at the age of 78.

“Dietrich Mateschitz passed away today,” management wrote in an email to employees on Saturday, October 22, expressing its “sadness” and “gratitude for what he accomplished.”

Dietrich Mateschitz died of cancer.

Born in Austria on May 20, 1944, Dietrich Mateschitz created Red Bull – “Red Bull” in English – in 1984, after discovering the beverage at a Hong Kong hotel bar.

A rather self-effacing billionaire, he was considered by Forbes magazine to be Austria’s top fortune in 2022, estimated at 27.4 billion euros.

Dietrich Mateschitz had bet on sports sponsorship not to depend solely on the revenues generated by his energy drink as much as to offer him an unparalleled exposure.

In three decades, the firm, which has based its sponsorship policy on extreme sports, has become an essential partner in world sportIt has touched on all sports, from high-flying diving (cliff diving) to wing suit (free-fall in a winged suit) to kite surfing, and right up to the climax of stratospheric free-fall jumping, during which the Austrian Felix Baumgartner broke the sound barrier in 2012, many extraordinary feats have been branded with the two winged bulls.The brand, Red Bull, is also involved in two of the world’s leading sports, Formula 1 and soccer.
The team’s Dutch driver, Max Verstappen, is world champion for the second year in a row.

In 2005, Red Bull bought the soccer club in the Austrian city of Salzburg, and then Leipzig in Germany. Both clubs have won trophies thanks to the brand’s significant investments.

Red Bull also sponsors sportsmen and women themselves, in all disciplines. Among them is the famous Brazilian footballer Neymar, whom Red Bull regularly features in miniseries.

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