It was demonstrated through the story of Frank Williams that one does not need to be a race car driver or compete in grand Prix events to achieve a significant status in this world.
And the truth of the matter is that for a championship to have a certain pedigree; it must have the conjunction of several elements that make it appealing.
These elements include marketing, advertising, sponsorships derived from these, and the actions they do while competing during a race weekend.
Dietrich Mateschitz was very knowledgeable on this subject. It was not for nothing that he “created the brand of the most famous energy drink in the world, Red Bull, and made it one more of the most important motor racing competitions on the planet” (not for nothing that he created Red Bull).
Without knowing his figure by hand, it is impossible to explain his countless agreements and synergies with athletes and teams; however, that is precisely what we will attempt to do in the following lines.
As soon as we have established the setting for the main character of these lines, we can move on to discussing who Dietrich Mateschitz was, how he led his band to worldwide fame and how he became so prominent in the world of motorsport, and how he can also explain his life before he was associated with the elite.
Dietrich Mateschitz was born on May 20, 1944, in the town of Sankt Martin am Mürztal in Austria, which is located in the federal state of Styria and is also the location of the Red Bull Ring circuit.
He was raised in a family where education played a significant role, as both his father and mother held teaching positions.
They left their home in Croatia and traveled to the European country, hoping to find work and improve their standard of living.
However, they ended up getting divorced when Mateschitz was still a child, which meant that he grew up in a family environment that was not very conventional at the time.
That being said, he attended the University of Vienna’s Hochschule für Welthandel and graduated with a degree in economics and business administration.
In total, he spent approximately ten years pursuing these studies before achieving his goal of graduating from the university.
After that, when he was 28 years old, he tried his hand at applying what he had learned at university by working for several companies.
It is a fact that he developed friendships with influential people in the automotive industry, such as Bernd Pischetsrieder, the current chairman of the supervisory board of Mercedes.
Pischetsrieder also served as the managing director of Volkswagen between 2002 and 2006 and as the chairman of the board of BMW between 1993 and 1999.
It is said that he did not smoke and drank alcohol on a very infrequent basis, which may come as a surprise considering all of the criticism regarding his drinking’s impact on his health that he has received and continues to receive.
His drive led him to become certified as a pilot for commercial airlines and to purchase two aircraft, a Dassault Falcon 900 and a Piper Super Cub, both of which he enjoyed flying whenever he had the opportunity.
Unilever, a multinational corporation specializing in the production and distribution of consumer goods such as soaps and margarine, provided the young Dietrich, who had recently completed his education and was beginning his career, with the opportunity to take his first steps in the working world.
However, he later expanded his scope to include in its production items made from oils and fats.
After that, he moved on to Blendax, a German cosmetics company that was soon after acquired by Procter & Gamble, a company that is dedicated to making consumer goods.
Bendix was a competitor of Procter & Gamble.
Here, he concentrated on marketing-related tasks for Blendax, which was most likely his first experience with the activity that would make him so popular many years later.
Because of his responsibilities at Blendax, he was required to travel the world regularly, and one trip in particular ended up irreversibly transforming his life.
Dietrich Mateschitz, the head of marketing for Blendax at the time, found the product that would eventually make him famous during one of the many trips he took around the world for his job.
It was in 1982 when he traveled to Thailand and met the businessman Chaleo Yoovidhya.
Chaleo Yoovidhya had previously earned an excellent reputation in his country thanks to a formula that combined caffeine, sugar, and an amino acid known as taurine.
When he met Chaleo Yoovidhya, he had already earned an excellent reputation in his country.
In the Asian region, the beverage in question was marketed under the name Krating Daeng, which, when rendered into English, means “Red Bull.”
The experience he had gained in the marketing field over the preceding years gave him the confidence to go ahead and decide to purchase 49 percent of the company from his Thai coworker.
He believed that this product could be successful in the Western market, so he made some modifications to the product to differentiate it from others on the market.
In 1984, he established the Red Bull company with his business partners Chaleo and Chalerm Yoovidhya. After another three years, in 1987, he introduced the product in his home country of Austria.
It didn’t take long at all to achieve great success in sales, which was only possible thanks to a brilliantly designed advertising strategy that was required.
It was compared to other companies in the country that had achieved similar levels of success in becoming industry leaders, such as Swarovski with its jewelry, Manner with its candy, Palmers in the lingerie sector, and KTM in the manufacturing of motors.
Years later, he would do so with the latter group. It was with them that he would walk hand in hand.
It positioned itself as a brand intimately linked to emotions and the extreme from the beginning.
As a result, it found its first commercial synergies in the form of sponsorship in sports that were associated with these emotions and extremes.
It was encouraged to take the step of breaking into the major motor world competitions during the 1990s which is when it took place.
The first step was taken in 1995 when Red Bull entered into an advertising partnership with the Sauber Formula One team.
As part of this partnership, Red Bull took over naming rights for the Sauber Petronas car, changing its name to Red Bull Sauber Petronas.
Even though there were some years in which the Swiss structure’s performances were not particularly noteworthy, it consistently scored points in the first races it participated in.
Nevertheless, in 2001 it achieved its best world championship finish thanks to a fourth-place finish in the hands of young rookies such as Kimi Raikkonen and Nick Heidfeld, with a podium finish in Brazil by the German driver.
On the other hand, Red Bull was also present, albeit more covertly, in single-seaters entered by other teams such as Arrows.
But Mateschitz was not willing to be satisfied with those results, so after the end of the 2004 season, he decided to buy the Jaguar team and turn those green cars into dark blue ones while including the Red Bull logo and name in the team’s vocabulary.
This happened after the conclusion of the 2004 season. In 2006, he repeated the process with Minardi to transform it into Toro Rosso, teaming up with a former racing driver named Gerhard Berger.
When the premier class was still known as the 500 cubic centimeters, he participated in the MotoGP championship in 1997 while also serving as a sponsor for the Yamaha satellite team.
On two wheels, he had a taste of glory earlier thanks to the victories of other riders such as the New Zealander Simon Crafar, the Frenchman Régis Laconi, and the Australian Garry McCoy.
After that, when KTM entered the world championship, the company decided to walk alongside it as the primary sponsor of its bikes competing in various categories.
Red Bull has established itself as a vital asset in the two most essential motor competitions over time.
It gives its name to the team that dominated in the first half of the decade of the 10′ in Formula One and has regained its place with Max Verstappen, and it is one of the leading partners of MotoGP and great stars like Marc Marquez.
Even though the beginnings were not entirely straightforward, the truth is that Red Bull has established itself as a vital asset
Even outside of them, it has helped other greats achieve success, including world rally and Dakar champions Carlos Sainz Sr. and Sebastian Loeb, to the point where the significant competitions cannot be understood without the presence of the well-known energy drink at this point.
All of this is, undoubtedly made possible as a direct result of the hard work that Dietrich Mateschitz has put in at the organization’s helm.
Because our main character was having such success in business, he decided in 2003 to purchase from the Forbes family the island of Laucala, which is situated in the Republic of Fiji in Oceania.
He was required to make a payment of approximately 7 million pounds sterling, which is equivalent to just over 8 million dollars.
Because of the Wings for Life foundation, which raises money to support spinal cord research, his selfless work is also remarkable.
Since 2014, he has been responsible for organizing the Wings for Life World Run competition regularly to achieve this goal.
His final public appearance was in 2019 at the Austrian Grand Prix, most likely due to the disease that ultimately took his life in 2022.
After a long and difficult battle, he lost his fight and passed away at the age of 78 in the comfort of his own home.
One can draw the following conclusion about him: he was a guy who put in a lot of effort to achieve everything he did, and he learned marketing skills that, to this day, bear fruit in the form of the millions of cans of Red Bull that are sold every day, as well as the enormous notoriety that the brand enjoys in the world of sports and entertainment.
¿Did you like the content?