Red Bull
Red Bull is the worldwide leader in energy drinks. The Austrian company is well-known not just for the quality of its products, buts also for the diversity and innovation of its sponsorship programme.
It was back in 1984, during a trip to Thailand, that Dietrich Mateschitz first came across ‘Krating Daeng’ (which means red bull in Thai): a beverage drunk by lorry drivers to stay awake.
Having been won over by the drink, which also helped him overcome jet lag, the young Austrian struck a deal with the Thai creators of the product and exported a version of it designed to appeal to the European market. Red Bull was born!
Success came immediately in Austria. Then little by little, Red Bull reached all four corners of the world. In 2008, Red Bull employed 4700 people in 144 countries, making it the world leader in energy drinks with a range that takes in Red Bull, Red Bull Sugarfree and Red Bull Cola.
Red Bull’s success is built not only on the quality of its products but also the sheer diversity of its sponsorship operations through sport and culture.
Motorsport in general forms a pivotal part of Red Bull’s marketing strategy. In the air, the Red Bull Air Race is a racing championship that showcases single-engine stunt planes. The equally spectacular Red Bull X fighters series brings together the very best freestyle motocross riders. Red Bull is also a major player when it comes to motor racing. The company owns the Red Bull Racing and Toro Rosso Formula 1 teams, which form the pinnacle of the Red Bull Junior Team development academy.
Red Bull is an official partner of Citroen, having been seen on the C4 WRCs of Sebastien Loeb and Dani Sordo since the 2008 Rally Argentina.
