Death of Dietrich Mateschitz, boss of Red Bull

Sylvie Claire / October 23, 2022

Austrian billionaire Dietrich Mateschitz, founder of the energy drink company Red Bull, has died at the age of 78, the company announced late Saturday night in a statement.

We would like to inform you that Dietrich Mateschitz passed away today," the management wrote in an email to employees, expressing its "sadness" and "gratitude for what he accomplished.

According to the Austrian agency APA, he died of cancer.

Born on May 20, 1944, Dietrich Mateschitz had created Red Bull - "red bull" in English - in 1984, after discovering the beverage at the bar of a Hong Kong hotel.

This shy personality was considered in 2022 by Forbes magazine as the first fortune of Austria, estimated at 27.4 billion euros.

The entrepreneur relied on sports sponsorship to avoid relying solely on the income generated by his energy drink, as well as to give him unparalleled exposure.

In thirty years, the firm has become an essential partner in world sports, from extreme sports to Formula 1, through soccer.

Christian Horner, boss of the Red Bull F1 team, reacted immediately from Austin (Texas) where the United States Grand Prix is held on Sunday.

"It's very, very sad, what a great man. He is one of a kind. What he accomplished and what he did for so many people in the world is unparalleled," he told reporters.

"Many of us should be grateful to him for the opportunities he provided, the vision he had, the strength of character. And never be afraid to follow his dreams and pursue them," he added.

F1 CEO Stefano Domenicali also said he was "deeply saddened", paying tribute to "a highly respected and beloved member of the Formula One family ».

He was an incredible visionary entrepreneur and a man who helped transform our sport and create the world famous Red Bull brand," he said.