It is now the number one team in the constructors’ world championship, waiting to see Max Verstappen become a three-time champion in Qatar. Red Bull, in 2022, sells 11,582 million cans per year of its energy drink. It invests a quarter of its revenue in sports sponsorships. And Formula One is one of its great showcases. The empire is now ruled by the founder’s son, Mark Mateschitz31 years old, the richest man in Austria, with an estimated personal fortune of around 20 billion euros.
Jumping from the stratosphere, winning series championships in Formula 1 and two clubs in the Champions League: The Red Bull empire is more than just an energy drink in an iconic silver can, who was born in a small town in Austria almost 40 years ago.
Shortly after going on the market, in the mid-1980s, Red Bull is no longer just a brandthanks to eye-catching advertising campaigns and extravagant marketing strategies, which gave it the unique personality it has today, as well as massive visibility.
Red Bull’s last big success was the Formula 1 constructors’ championship after Max Verstappen’s victory at the Japanese Grand Prix last week, who could win this Saturday his third straight World Cup at the Qatar Grand Prix.
Red Bull and its expansion
But that’s just one of the company’s marketing strategies Dietrich Mateschitz, who died in 2022 at the age of 78, was founded at that time, inspired by drinks that already existed in Thailand but suggesting a modern and groundbreaking lifestyle.
So, Red Bull quickly became the first brand in a new product category: energy drinks.
Since, the drink that “gives wings” is expanding from its headquarters in Fuschl am See, in the Austrian Alps, its advertising tactics to many niches.
The main character is almost always sport and, in particular, extreme sports, such as motorcycles, cycling, acrobatic flying or ski jumping.
Unusual advertising campaigns
One of Red Bull’s most impressive campaigns is the “stratospheric leap” of Felix Baumgartner from a capsule with a height of 39 kilometers.
The event, which cost tens of millions of dollars, It was broadcast live worldwide in 2012like a new arrival on the Moon.
“We don’t bring the product to the people, we bring the people to the product“Mateschitz himself said in 2002 to the British magazine “The Economist” about his advertising strategy.
Beyond sports, Red Bull’s marketing campaigns have opened more doors in recent years and have even reached out to music, with “Red Bull Symphonic“.
Is about a musical show where modern artists collaborate with renowned symphony orchestras perform their hits in a classic style, which can be rap, hip-hop or rock.
High level sports clubs
In addition, Red Bull owns several football clubs, including Salzburgthat this Tuesday fell to Real Sociedad in the Champions League 0-2, or the RB Leipzig of the German Bundesliga, as well as some others in the United States, Brazil or Ghana.
The empire is now headed by the founder’s son, Mark Mateschitiz, 31 years old and the richest man in Austria, with an estimated personal fortune of around 20 billion euros.
The Red Bull group not only has sports teams but also a publishing house and an open television channel (Servus TV), somewhat controversial in Austria due to its conservative editorial line.
Red Bull in numbers
Red Bull sold more than 11.5 billion cans by 2022, more than one for every inhabitant of the planetand its revenue increased by almost 25% between 2021 and 2022, to stand at 9,684 million euros last year.
In 2021, Red Bull has invested around 1.6 billion euros in sports sponsorships and advertisingthat is, almost a quarter of their annual income.
Source: La Verdad
I’m Rose Herman and I work as an author for Today Times Live. My expertise lies in writing about sports, a passion of mine that has been with me since childhood. As part of my job, I provide comprehensive coverage on everything from football to tennis to golf.
