Red Bull GmbH
Red Bull GmbH is an Austrian multinational private conglomerate company that created the Red Bull range of energy drinks. It is also known for its wide range of sporting events and teams. The headquarters of Red Bull GmbH are located in Fuschl am See, Salzburg.
History
Red Bull GmbH was founded in 1984 by Austrian entrepreneur Dietrich Mateschitz and Thai entrepreneur Chaleo Yoovidhya. While employed by the German consumer goods manufacturer Blendax in 1982, Mateschitz discovered during a business trip to Thailand that a local energy drink named Krating Daeng—produced by Chaleo's company, T.C. Pharmaceuticals—helped relieve his jet lag. Recognizing its potential appeal to Western markets, Mateschitz entered into a partnership with Chaleo to adapt and introduce the drink internationally.Under the terms of their agreement, both partners invested US$500,000 to establish Red Bull GmbH. Each held a 49% ownership stake, while the remaining 2% was assigned to Chaleo's son, Chalerm. Mateschitz was appointed to oversee the company's management and global marketing strategy.
Between 1984 and 1987, Red Bull GmbH reformulated Krating Daeng to suit European tastes by adding carbonation and reducing sweetness. The resulting product was launched in Austria in 1987 under the name Red Bull. The drink rapidly gained popularity, particularly among young urban professionals, and became synonymous with an active and energetic lifestyle. During the early 1990s, the company expanded throughout Europe, entering the United States market in 1997. Within its first year, Red Bull captured roughly 75% of the American energy drink market.
As Red Bull's global success grew, so did the fortunes of its founders. By March 2012, both Chaleo Yoovidhya and Dietrich Mateschitz were estimated by Forbes to have personal net worths exceeding US$5.3 billion each.
By 2022, Red Bull had expanded its distribution network to over 171 countries and sold more than 11.5 billion cans worldwide, cementing its position as the world's most-consumed energy drink.
In addition to its flagship energy drink, Red Bull GmbH has diversified into other beverage lines, including Simply Cola, the Carpe Diem range of herbal soft drinks, and the Sabai Wine Spritzer, developed in partnership with Siam Winery in Thailand.
In 2018, Red Bull introduced Organics by Red Bull, a line of organic soft drinks made mostly without caffeine.
Marketing
Initially, Red Bull distributed free cases of the drink to college students in an attempt at viral advertising. This strategy was wildly successful, resulting in the rapid proliferation of sales. Red Bull has since become known for its sleek marketing targeted at young urban professionals through various sports and entertainment-based advertising campaigns.Since 1992, Red Bull is known for making a series of animated commercials under the slogan "Red Bull gives you wiiings", featuring squint-eyed large-nosed characters who grow a pair of wings after drinking the product. To this day, the campaign has been broadcast in over 170 countries worldwide. The commercials were directed by artists Tibor Hernádi and Horst Sambo with the collaboration of Johannes Kastner, the owner of German-based agency Kastner & Partners.
Red Bull uses music and video games, and has enlisted celebrities, such as American rapper Eminem. It hosts events such as art shows and the "Red Bull Flugtag".
Media outlets
Red Bull Media House is a media company specialized in sport, lifestyle, music and games.The company publishes several magazines: The Red Bulletin, Servus ; Terra Mater ; Bergwelten and Seitenblicke.
Other Red Bull Media House divisions are Red Bull TV, Red Bull Photography, Benevento Publishing, Red Bull Music Academy, Red Bull Records, ServusTV and Red Bull Music Publishing.
Promotional cars
Red Bull has developed the MET program. The teams consist of mostly college students, who drive specially designed Red Bull "Racers". The racers are detailed with the Red Bull logo and most carry an oversized can of Red Bull on their chassis. The METs complete daily missions that include sporting events, businesses, colleges, shopping centres, etc. The Mobile Energy Team is trained to know the properties of the energy drink thoroughly and present them to consumers.Promotional aircraft
The company operates numerous historic fixed wing and rotary wing aircraft in their promotions under the Red Bull Air Force and The Flying Bulls names:- Chance-Vought F4U-4 96995
- Lockheed P-38L-5LO 44-53254
- North American B-25J-30NC 44-86893
- Douglas DC-6B
- Bell AH-1F Cobra
Music industry
The brand also organises and sponsors the famous Red Bull Batalla de Los Gallos, a series of battle rap competitions held in many Spanish speaking countries.
In 2013, it started a talent development program called Red Bull Sound Select. Randy Randall, of No Age, said he was okay working with Red Bull as the company is not owned by a larger company and the branding of the events is relatively low key. In the same year, the Red Bull Amplifier was launched with help from Sidekick Studios. It plans to assist digital startups by giving access to its audience, events, and facilities. In return Red Bull gets associated with trendy startups.
Visual arts
Red Bull Arts is a visual arts fellowship program launched by Red Bull in 2013 under the name Red Bull House of Arts. The program has multiple locations, including Detroit, Michigan; São Paulo, Brazil; and formerly New York City. The program typically consists of a three-month period during which six to eight participants create new artwork to be displayed at a final exhibition. During the fellowship, artists receive unlimited access to the galleries and a stipend for art supplies. Some of the artwork has been used in Red Bull advertising campaigns.Art of the Can is international art competition in which artists are asked to create works using Red Bull cans.
Video games
The brand appears throughout all the game Wipeout 2097.In the PlayStation 3's social gaming platform, PlayStation Home, Red Bull developed its own in-game island, specifically advertising its energy drink and the Red Bull Air Race event released in January 2009. In late November 2009, Red Bull produced two new spaces, the Red Bull Illume space, and the Red Bull Beach space featuring the Red Bull Flugtag, both released on the same day. In January 2012, Red Bull released its first personal space called the "Red Bull House of Skate" featuring an indoor skate park.
In the 2010s, Red Bull began sponsoring esports competitors and video game personalities, including American Halo 3 player Richard "Ninja" Blevins, Spanish League of Legends player Enrique Cedeño "xPeke" Martinez, and Swedish Super Smash Bros. player William "Leffen" Hjelte.
The brand also sponsors several esports teams, including Dota 2 team OG, G2 Esports, Cloud9 and T1. It formed a League of Legends team, Red Bulls, which competed in the European League of Legends Challenger Series in 2017 before folding in 2018.
The brand also sponsors several fighting game players who compete in Tekken and Street Fighter.
In the Formula One Esports Series, Red Bull won the drivers championship in 2016-24 and 2025, and the constructors championship in 2019, 2020 and 2025.
Sport
Red Bull has used sports sponsorships as an advertising vehicle for most of its existence. The company first started sponsoring athletes in 1989, initially focusing on motorsports and extreme sports, and later grew to include more mainstream sports such as basketball and soccer. As of 2016, the company sponsored more than 750 individual athletes and more than a dozen teams.These range from motorcycle racing, such as MotoGP, Superbike World Championship, Dakar Rally, motorcycle speedway, mountain biking, aerobatics, BMX, motocross, windsurfing, snowboarding, skateboarding, kayaking, rowing, wakeboarding, cliff-diving, BASE jumping, parkour, surfing, skating, freestyle motocross, rallycross, Formula 1 motor racing and NASCAR racing to breakdancing.
In the 2000s, the company expanded its sporting team ownership to football, including Red Bull Salzburg, RB Leipzig and New York Red Bulls. The company also owns ice hockey clubs Red Bull Salzburg and EHC Red Bull München.
Motorsport
In 1995, Red Bull sponsored its first motorsports team, the Swiss Formula One team Sauber. In late 2004, the company purchased Jaguar to become Red Bull Racing for 2005, The next year it expanded with as second team named Scuderia Toro Rosso by buying the Minardi team. The latter team was later renamed Scuderia AlphaTauri and currently Racing Bulls. Both teams have scored Grand Prix victories, with Red Bull Racing winning the 2010, 2011, 2012, 2013, 2022 and 2023 Constructors' Championship. Two Red Bull Racing drivers have won the Drivers' Championship; Sebastian Vettel won the championship in 2010, 2011, 2012, and 2013, with Max Verstappen winning the 2021, 2022, 2023 and 2024 Formula One Drivers' Championships.Red Bull Racing used Renault engines between 2007 and 2018, before beginning a partnership with Honda that lasted until the end of 2025. In 2021, Red Bull founded its own power unit division, Red Bull Powertrains, which began producing its own power units for the Red Bull-owned teams in 2026 with backing from Ford. Former Red Bull Racing chief technical officer Adrian Newey has been credited with designing highly-successful cars that are capable of championship contention. The Red Bull Racing RB19, designed by Newey, is one of the most dominant cars in Formula One history, winning 21 out of 22 races in the 2023 season.
According to former Red Bull Team Principal Christian Horner in the Netflix original series Formula 1: Drive to Survive, Red Bull is in a unique position wherein they have four drivers. He also stated that the two AlphaTauri drivers are Red Bull contracted drivers.
In 2010, the Red Bull Racing engineer Adrian Newey designed a prototype racing car, the Red Bull X2010, for the video game Gran Turismo 5.
In 2022, Red Bull announced a full-on production of a hypercar called RB17, also designed by Newey.
In 2006, Red Bull announced they would be sponsoring the NASCAR Team Red Bull. They debuted in the Nextel Cup Series at Lowe's Motor Speedway. The team was shut down in December 2011 and its assets acquired by BK Racing.
In January 2025, Red Bull announced their return to NASCAR by sponsoring Shane van Gisbergen and Connor Zilisch with Trackhouse Racing for certain races in the 2025 NASCAR Cup Series.
The Stock Car Brasil team WA Mattheis was sponsored by Red Bull between 2009 and 2016; Cacá Bueno has won the 2009, 2011 and 2012 championships. The Australian Supercars Championship's Triple Eight Race Engineering has also been sponsored by Red Bull since 2013. Jamie Whincup has won three titles in 2013, 2014 and 2017 and team-mate Shane van Gisbergen won the championship in 2016, 2021 and again in 2022 at the Gold Coast 500.
In motorcycling, Red Bull is a title sponsor of Red Bull KTM Factory Racing and Honda Racing in several disciplines. It also sponsors events such as the motorcycle Erzberg Enduro, where less than two percent of entrants finish the course.
In 2007, Red Bull and MotoGP launched a motorcycle racing series for up-and-coming young riders with no previous Grand Prix motorcycle racing experience. This class was called the Red Bull MotoGP Rookies Cup, and since then a number of newcomers have progressed to the 125cc/Moto3 championship in MotoGP. Prior to the 2013 season, the two-stroke KTM 125 FRR engine was used. 2013 saw the engine change to the four-stroke KTM RC250RBR, following the introduction of the four-stroke Moto3 class.
Red Bull and Ajo Motorsport partnership began in 2012 in Moto3, evolving into a dominant force in Grand Prix racing. The collaboration, built on a shared vision of talent development, expanded to Moto2 in 2017 and is now a key part of KTM's MotoGP program. Aki Ajo, the team's founder, will lead the Red Bull KTM Factory Racing MotoGP team in 2025, marking a new chapter in their history.
Red Bull has also sponsored numerous motorsports teams worldwide, including the Abt Audi Sport team in Deutsche Tourenwagen Masters, the Kamaz Master in the Dakar Rally, VW Race Touareg Team, Peugeot Sport, the Citroën, Volkswagen, M-Sport Ford and Škoda teams in the World Rally Championship, the SEAT team in the World Touring Car Championship, the Neel Jani and PKV Racing teams in Champ Car, Rhys Millen's Pontiac in Formula D, Arden International in the GP2 Series, TOM'S Toyota and Mugen Honda at differing periods in Super GT and Super Formula, and the Red Bull Cheever Racing Team in the IRL.
Red Bull also has sponsored various racing drivers including NASCAR driver Brian Vickers and Kasey Kahne and Formula One drivers Christian Klien and Vitantonio Liuzzi. Red Bull is also sponsor to young Canadian racing prodigy Robert Wickens and teammate John Michael Edwards in the Champ Car Atlantic Series, as well as rally driver Travis Pastrana, MotoGP riders Dani Pedrosa, Marc Márquez, Pol Espargaro, Brad Binder, Stefan Bradl, Joan Mir and Jack Miller, American Superbike riders Eric Bostrom, Ben Bostrom and Jake Zemke and British Superbike riders Jonathan Rea, Eugene Laverty and Ryuchi Kiyonari.
In 1999 it started sponsoring the Flying Bulls, a Czech aerobatics team. The company promoted the Red Bull Air Race World Championship from 2003 to 2019.
The 2005 DARPA Grand Challenge, a competition for driverless cars, was won by a student team from Stanford. The Team's robotically driven Volkswagen Touareg "Stanley" was sponsored by Red Bull.