Energy Drink 'Red Bull' Founder Passes Away... 'Motorsports Tycoon' Also Supported Soccer, Basketball, Canoe, and More

Austrian Billionaire Dietrich Mateschitz Passes Away at 78 on the 22nd
Inspired by Thai Energy Drink Krating Daeng to Create Red Bull

Dietrich Mateschitz, the founder of the energy drink company Red Bull, passed away at the age of 78 on the 22nd (local time).
[Image source=AP Yonhap News]

[Asia Economy Reporter Hwang Sumi] Dietrich Mateschitz, the founder of the global energy drink company Red Bull, passed away on the 22nd (local time) at the age of 78.

The Austrian billionaire Mateschitz was inspired by the Thai energy drink Krating Daeng and co-founded Red Bull GmbH with Thai entrepreneur Chaleo Yoovidhya in 1984.

In 1987, Mateschitz modified the recipe of Krating Daeng, which was very popular in Asia, to suit Western tastes and sold it under the name Red Bull.

Initially, Red Bull was just a latecomer in the beverage market. Carbonated drinks like Coca-Cola and ion drinks like Gatorade had already dominated the market.

Mateschitz focused on the word ‘energy.’ He created a new category called energy drinks and used words associated with energy such as youth, challenge, and passion as the brand image. The result was a huge success. As of last year, Red Bull had established itself as the world’s leading energy drink, selling 10 billion cans annually in 172 countries.

Sebastian Vettel (left in the photo), then a Red Bull driver, is celebrating with team owner Dietrich Mateschitz after winning the 2010 Formula One (F1) season race held at Yas Marina in Abu Dhabi, United Arab Emirates. Mateschitz passed away at the age of 78 on the 22nd (local time).
[Image source=AP Yonhap News]

Additionally, during his lifetime, Mateschitz conducted business in various fields including media, real estate, and the food industry. He showed particular interest in sports. Mateschitz founded the Red Bull team that competes in the world-renowned Formula One (F1) racing. The Red Bull F1 racing team won its first Constructors' Championship in 2010, just five years after its founding, and held the title for four consecutive years until 2013.

He also continued investing in soccer. In 2005, Mateschitz acquired the Austrian professional soccer team Salzburg and established FC Red Bull Salzburg. He also acquired the German Bundesliga team SSV Markranst?dt and renamed it RB (Red Bull) Leipzig. Moreover, he sponsored a wide range of events including baseball, basketball, canoeing, cycling, and even eSports (online gaming).

According to Bloomberg News, Red Bull released a statement on the 22nd announcing Mateschitz’s death. Coincidentally, the F1 World Grand Prix United States race was being held in Austin, Texas on the same day. Christian Horner, team principal of the Red Bull F1 racing team, said, “We should be grateful for the countless opportunities he provided, his vision, strong character, and his fearless pursuit of dreams.” Mohamed Ben Sulayem, president of the International Automobile Federation (FIA), expressed condolences, calling him “a giant in motorsport.”

This content was produced with the assistance of AI translation services.