Red Bull

Red Bull is an Austrian multinational company founded in 1984 by Dietrich Mateschitz and Chaleo Yoovidhya. Its flagship energy drink launched in Austria in 1987 after Mateschitz adapted the Thai Krating Daeng tonic for Western tastes.

The company combines consumer products with a content-led marketing model built around sports, culture, events, athlete partnerships and proprietary sporting initiatives. Its media and entertainment activity supports live broadcasts, digital formats, long-form storytelling, event coverage and broadcast delivery across the wider Red Bull ecosystem.

Media, events and production

Red Bull’s Austrian operations include production and broadcast capabilities supporting live programming, post-production, newsroom activity, motion graphics and visual editing. Its teams create digital formats, broadcast packaging, live-event motion graphics and longer-form visual stories associated with the company’s sports and culture programming.

Supported activities include:

• Brand marketing, sponsorship and athlete development
• Live-event broadcasting and media production
• Post-production, visual editing and motion graphics
• Content licensing, syndication and merchandising
• Sports, entertainment and lifestyle storytelling

Selected programming and events

Red Bull’s media infrastructure has supported Red Bull TV, a platform for action sports, live festival broadcasts and original series. Notable Red Bull projects and events include the 2012 Red Bull Stratos live broadcast featuring Felix Baumgartner’s stratospheric freefall, Red Bull Rampage, and Red Bull Crashed Ice.

The company also operates specialized media businesses, including Red Bull Media House, which was incorporated in 2007 to manage commercial media activity. Through its broader creative and broadcast ecosystem, Red Bull connects branded content with live experiences, sport and global media distribution.