Dietrich Mateschitz didn’t seem to be able to do much with lawn ball sports. At least not with the football club that bears this artificial name because according to the Bundesliga statutes it is not allowed to be called what it should actually be called: Red Bull. The Austrian manufacturer of energy drinks owns and controls turf ball sports (RB) Leipzig. Nevertheless, Mateschitz very rarely sat in the stadium, which is of course called “Red Bull Arena”. He was the creator and undisputed patron of the Austrian lemonade giant along with the associated media, sports and event companies. 16,000 people work for Red Bull. And they all have just one mission: to push the brand.
Red Bull: The Difficult Legacy of Dietrich Mateschitz – Economy
