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Red Bull GmbH

WorldBrand briefing

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Original synthesis to sit alongside the encyclopedia article below. Not part of Wikipedia; verify facts on Wikipedia when precision matters.

Red Bull GmbH is an Austrian multinational corporation best known as the creator and leading distributor of the Red Bull energy drink. Beyond its core beverage business, the company operates extreme sports sponsorships, professional motorsports teams, media production, and a range of other consumer products across 178 global markets.

Key moments

  • 1984Founded by Dietrich Mateschitz and Chaleo Yoovidhya in Fuschl am See, Austria
  • April 1, 1987Launched the first Red Bull energy drink in Austria, creating the global energy drink category
  • 1995Expanded into the United States market
  • 2005Red Bull Racing competed in its first Formula 1 season after acquiring the Jaguar Racing team
  • 2025Employed 21,924 staff globally, sold 13.969 billion cans of products with 12.196 billion euros in annual revenue

Red Bull holds the top global market share in the energy drink industry, with a dominant position built on iconic extreme sports marketing, extensive global distribution, and a diversified business model. Its core competitive advantages include strong brand recognition tied to adventure and extreme sports culture, and diversified revenue streams beyond energy drinks. The company faces growing competition from rivals like Monster Beverage, regional energy drink brands, and major beverage conglomerates launching their own energy lines, as well as increasing scrutiny over high-caffeine beverage health impacts.

  • Leads global energy drink market with an estimated 30-40% of total market share
  • Diversifies revenue via sports teams, media content, and ancillary products including coffee, tea, and hard seltzer
  • Relies on extreme sports, motorsports, and esports sponsorships to build brand loyalty
  • Competes with Monster Beverage, Rockstar Energy, and niche healthy energy beverage startups

Red Bull has built one of the most distinctive and high-impact consumer brands in the global beverage and lifestyle space, anchored to a unique positioning around adventure, extreme performance, and boundary-pushing culture. Unlike traditional beverage brands that focus primarily on product attributes, Red Bull has differentiated itself through deep cultural immersion, turning its energy drink product into a symbol of energy and achievement for consumers across all age groups. Its diversified business approach, extending beyond core beverages into sports ownership, media production, and live events, has helped reinforce brand loyalty and expand the brand's relevance far beyond simple beverage consumption.

The brand's consistent, long-term marketing strategy has allowed it to retain its leading market position despite rising competition from rival brands and growing regulatory scrutiny around high-caffeine products. By owning and operating its own sports properties and content platforms, Red Bull creates continuous, authentic engagement with consumers, turning casual buyers into long-term brand advocates and strengthening its brand equity over time.

Brand leadership

Score: 92/100

Red Bull holds the leading global market share in the energy drink category, outperforming all competitors in brand awareness and market penetration. As the pioneer of the modern mass-market energy drink segment, it has cemented its authority in the industry, with unrivaled mind share among consumers seeking energy-boosting beverages and high-performance lifestyle content.

Consumer interaction

Score: 88/100

Red Bull maintains exceptionally high levels of ongoing consumer engagement through its extensive portfolio of sponsored events, owned professional sports teams (including multiple top-tier Formula 1 squads and extreme sports leagues), and original digital content production. It interacts regularly with audiences across social media and live experiential events, fostering a tight-knit global community around its high-energy brand identity.

Brand momentum

Score: 85/100

While Red Bull is already a mature global brand, it continues to grow by expanding into new product categories (such as low-sugar and flavored variants, ready-to-drink coffees, and non-beverage lifestyle products) and emerging regional markets. It maintains solid growth trajectories even in saturated established markets, driven by ongoing innovation in marketing and product development, despite rising competitive pressure from large beverage conglomerates and niche regional rivals.

Brand stability

Score: 90/100

Red Bull has maintained a consistent core brand identity and messaging for over 35 years, with no major brand scandals that have caused lasting erosion of consumer trust. Its diversified revenue streams across beverages, sports, and media help insulate the brand from shifts in any single market, contributing to consistent long-term brand stability and equity growth.

Brand age

Score: 80/100

Red Bull was formally launched as a commercial brand in 1987, giving it over 35 years of brand history to build global recognition and consumer loyalty. Its maturity allows it to benefit from decades of accumulated brand equity, while it has successfully retained relevance among younger Gen Z and millennial consumer segments, avoiding the brand stagnation that impacts many older mass-market consumer brands.

Industry profile

Score: 89/100

As the pioneer and global leader of the modern energy drink industry, Red Bull has shaped the category's development and standard marketing practices. Its high-profile involvement in global sports and original media has elevated the overall profile of the energy drink category, and the Red Bull brand is virtually synonymous with the energy drink segment for most consumers worldwide.

Global brand reach

Score: 91/100

Red Bull currently operates in over 178 national markets across every major inhabited region of the world, with localized marketing strategies that adapt to regional consumer preferences while retaining a consistent global core brand identity. It has built a seamless global distribution network and a unified global fan base through its globally broadcast sports properties, making it one of the most widely recognized truly global consumer beverage brands.

AI analysis can support structured reasoning around a brand's estimated value, but all derived figures from this framework are illustrative and not independently audited. To obtain a fully verified, audited brand value assessment for Red Bull GmbH, contact the World Brand Lab directly.

Red Bull GmbH is an Austrian multinational private conglomerate company that created the Red Bull range of energy drinks.[4] 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.[5]

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 (later acquired by Procter & Gamble) 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.[6] 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.[7]

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.[7]

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.[8][9]

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.[10]

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.[11]

Red Bull ranked the 12th highest maritime cargo shipping carbon emissions generator in 2021.[12][13]

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.[14]

Red Bull uses music and video games, and has enlisted celebrities, such as American rapper Eminem (sponsoring the Red Bull "EmSee Battle Rap championships").[15] It hosts events such as art shows and the "Red Bull Flugtag" (German for "flight day" or "flying day").[16]

Media outlets

Red Bull Media House is a media company specialized in sport, lifestyle, music and games.[17]

The company publishes several magazines: The Red Bulletin (lifestyle), Servus (food, health and gardening); Terra Mater (nature, science and history); Bergwelten (alpinism) and Seitenblicke (celebrities).

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 (Mobile Energy Team) 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 (Suzuki Vitara, MiniCooper, SportTrac, etc.). 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[18] in their promotions under the Red Bull Air Force[19] and The Flying Bulls[20] names:

  • Chance-Vought F4U-4 96995 (OE-EAS) (WWII)
  • Lockheed P-38L-5LO 44-53254 (N25Y)
  • North American B-25J-30NC 44-86893 (N6123C)
  • Douglas DC-6B (OE-LDM)
  • Bell AH-1F Cobra (N1FX)

Music industry

The brand is promoted via various music-related activities. In 2007, the company launched its own record label Red Bull Records. It runs the Red Bull Studio recording facility, in Santa Monica. The Red Bull Music Academy organises music workshops and festivals around the world.

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.[21][22] The program has multiple locations, including Detroit, Michigan; São Paulo, Brazil; and formerly New York City.[21][23][24] 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.[23][25] During the fellowship, artists receive unlimited access to the galleries and a stipend for art supplies.[26] Some of the artwork has been used in Red Bull advertising campaigns.[21][27]

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 frequently throughout 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 (for which the space is named) released in January 2009.[28] 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.[29] In January 2012, Red Bull released its first personal space called the "Red Bull House of Skate" featuring an indoor skate park.[30]

In the 2010s, Red Bull began sponsoring esports competitors and video game personalities, including American Halo 3 player Richard "Ninja" Blevins,[31] Spanish League of Legends player Enrique Cedeño "xPeke" Martinez,[32] and Swedish Super Smash Bros. player William "Leffen" Hjelte.[33]

The brand also sponsors several esports teams, including Dota 2 team OG (winners of The International in 2018 and 2019), G2 Esports, Cloud9 and T1 (winners of the League of Legends World Championship a record 6 times).[34][35][36] 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.[37][38]

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.[39][40][41] As of 2016, the company sponsored more than 750 individual athletes and more than a dozen teams.[42]

These range from motorcycle racing, such as MotoGP, Superbike World Championship, Dakar Rally,[43] motorcycle speedway, mountain biking,[44] aerobatics, BMX,[45] motocross,[46] windsurfing,[47] snowboarding,[48] skateboarding,[49] kayaking,[50] rowing,[51] wakeboarding,[52] cliff-diving,[53] BASE jumping,[54] parkour,[55] surfing,[56] skating,[57] freestyle motocross,[58] rallycross,[59] Formula 1 motor racing[60] and NASCAR racing[61] to breakdancing.[62]

In the 2000s, the company expanded its sporting team ownership to football, including Red Bull Salzburg, RB Leipzig and New York Red Bulls.[40] 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,[69] The next year it expanded with a second team named Scuderia Toro Rosso (Italian for Team Red Bull) 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.[70] 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 (two at Red Bull Racing and two at Scuderia AlphaTauri). 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.[71]

In 2022, Red Bull announced a full-on production of a hypercar called RB17, also designed by Newey.[72]

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.[73][74]

In January 2025, Red Bull announced their return to NASCAR (for the first time since the closure of Red Bull Racing Team in 2011) by sponsoring Shane van Gisbergen (a former driver for Red Bull-sponsored Triple Eight in the Supercars championship) and Connor Zilisch with Trackhouse Racing for certain races in the 2025 NASCAR Cup Series.[75][76]

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.[77]

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.[78]

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 (AMA) riders Eric Bostrom, Ben Bostrom and Jake Zemke and British Superbike (BSB) riders Jonathan Rea, Eugene Laverty and Ryuchi Kiyonari.

In 1999 it started sponsoring the Flying Bulls, a Czech aerobatics team.[79][80] The company promoted the Red Bull Air Race World Championship from 2003 to 2019.[81]

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.

Extreme sports

Since the initial viral marketing campaign, Red Bull's efforts have included sponsoring extreme sport events including cliff diving, BMX, skiing, flying, downhill and free-ride mountain biking and skateboarding. In the 1990s, Red Bull sponsored the rower Xeno Müller, who won an Olympic gold medal in the single sculls in 1996.[82]

Red Bull also owns and conducts the Flugtag ("flight day" in German), a competition where entrants launch themselves off a 10-metre ramp in homemade "flying machines" into a body of water (reminiscent of the Birdman Rally); its own version of the soapbox derby called the Red Bull Soap Box Race; the Red Bull Crashed ice, a world tour, in the winter extreme sporting event, ice cross downhill, which involves downhill skating in an urban environment, on a track which includes steep turns and high vertical drops.

Red Bull is now sponsoring the Cyberathlete Professional League.

Red Bull sponsors the Red Bull Rope Masters competition with the National Double Dutch League for the Annual Holiday Classic at the Apollo Theatre in New York City, an event often dominated by teams from Japan featuring fusion double-dutch (set to hip-hop or contemporary music), and they sponsor other regional events.

Football

The company has also been highly active in association football. On 6 April 2005, Red Bull bought the Austrian club SV Austria Salzburg and renamed it to Red Bull Salzburg, a move which has been heavily criticised by supporter groups within Austria and across Europe. They also purchased FC Liefering as Salzburg's feeder club. In 2005, Red Bull purchased the MetroStars, a team in Major League Soccer representing New York City, from Anschutz Entertainment Group and renamed the franchise; Red Bull New York is the name of the Red Bull subsidiary that operates the team, while the squad itself is known as the New York Red Bulls. Anschutz Entertainment Group was about to begin building the MetroStars their own stadium, but groundbreaking was delayed a month as AEG completed the sale of the team. The company paid for the team's new stadium, Red Bull Arena (now known as Sports Illustrated Stadium), which had its match opener 20 March 2010.

In 2007, Red Bull established the lower-division Red Bull Brasil team in the city of Campinas, São Paulo. As the plan to reach the Campeonato Brasileiro Série A in 10 years failed, Red Bull became owners of Série B side Clube Atlético Bragantino in March 2019 and renamed the team to Red Bull Bragantino.[83] Red Bull Bragantino became the champion of the 2019 edition of Série B, and was promoted to the Série A for the 2020 edition.

In June 2009, the company purchased the football licence of German fifth division club SSV Markranstädt based near Leipzig, renaming them RB Leipzig for the 2009–10 season onwards. The company stated that its goal was to reach the country's first division, the Bundesliga, within ten years; this goal was ultimately achieved, with RB Leipzig winning four promotions in seven seasons to secure Bundesliga football starting in 2016–17 season.[84] RB nominally stands for RasenBallsport ("Lawn Ball Sports"), to avoid corporate sponsorship restrictions.[85] RB Leipzig has been divisive and the subject of protests by some fans but has also experienced rapid success, climbing through the German football divisions to get a place in the top-flight German Bundesliga and earning berths in the UEFA Champions League in 2017–2018 and 2019–2020, the latter trip ending with a semi-final loss to Paris St. Germain.[40][86]

In May 2024, Red Bull bought a minority ownership in Leeds United and became their principal shirt sponsor.[87]

In August 2024, the company took over Japanese side Omiya Ardija from previous owners NTT, marking them as the company's first Asian club in their portfolio.[88]

In October 2024, the company announced to purchase a future minority ownership stake at Paris FC.[89]

In January 2025, was announced that Red Bull became main sponsors of Atlético de Madrid until 2027.[90]

Red Bull also sponsors several other Premier League clubs, including Newcastle United, West Ham United, Crystal Palace F.C., and Everton F.C..[91]

Rugby union

Red Bull sponsor a number of individual rugby union players including South African World Cup winning captain Siya Kolisi[92], Ireland international Mack Hansen[93] and England international Jack Nowell.[94]

In August 2025, Red Bull completed the purchase of English Prem club Newcastle Falcons.[95]

Ice hockey

The first team sponsored by Red Bull was ice hockey's EC Salzburg, the city's team in the Austrian Hockey League, during the 1987–88 season.[96] Red Bull acquired the club outright in 2000 and renamed it Red Bull Salzburg.[96] Since 2014, Salzburg has also hosted the company's joint ice hockey and soccer academy.[97]

Red Bull became the title sponsor of DEL team EHC München in 2012, and took full ownership the following year.[98] It also financed the team's new arena, SAP Garden.[99]

Cycling

Red Bull sponsors numerous cyclists including Danny MacAskill, Fabio Wibmer, Wout van Aert and Pauline Ferrand Prevot.

In January 2024 Austrian Federal Competition Authority (FCA) announced Red Bull GmbH's planned acquisition of a controlling interests of 51% in RD pro cycling GmbH & Co KG and RD Beteiligungs GmbH, the owner of the professional road cycling team BORA-Hansgrohe.[100]

The FCA approved the acquisition on 29 January 2024. Bora-Hansgrohe's manager Ralph Denk stated "the foundations of our partnership with Red Bull are now officially in place. This is the green light we've been waiting for to go ahead with the formalities and many specific parts of the collaboration."[101]

Other sports

Red Bull covers the costs to organise the Wings for Life World Run since its first edition in 2014. This permits that the entry fees for the participants can entirely be given to the nonprofit Wings for Life foundation.[102]

The company sponsors the Los Angeles Clippers NBA team and Red Bull 3X, a series of men's and women's 3x3 basketball tournaments.[103][104]

The Thai unit and its Philippine partner has been responsible in forming, licensing, and funding the Red Bull Barako basketball team in the Philippine Basketball Association (PBA) since 2000. It has become one of the more successful sports teams in the Philippines, winning three championships in the PBA.

Red Bull sponsors the FIVB Beach Volleyball World Tour.

They have also sponsored England cricketer Ben Stokes, and their branding is visible on the back of his bat.

The sponsorship of Exeter Chiefs and England winger Jack Nowell has seen him become the first player with branding on a scrum cap.

In 2021, Red Bull sponsored Hoang Anh Gia Lai from V.League 1.[105]

Red Bull have expressed interest into expanding into baseball, though no purchase has been made official yet.

Athlete sponsorships

Austrian Formula One driver Gerhard Berger was the first athlete to be sponsored by Red Bull in 1989.[106] Many of the company's early sponsorships were in lesser-known or extreme sports, including Olympic rower Xeno Müller, who won a gold medal at the 1996 Atlanta Olympics in the single scull race and BASE jumpers Frank "Gambler" Gambalie, Miles Dashier, and Shane McConkey.[107][108] In the 2010s, Red Bull began expanding its athlete base to include athletes from more mainstream sports, including Austrian tennis player Dominic Thiem,[109] Brazilian skateboarder Letícia Bufoni,[110] American skier Lindsey Vonn,[111] and American Major League Baseball player Kris Bryant.[112]

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,[69] The next year it expanded with a second team named Scuderia Toro Rosso (Italian for Team Red Bull) 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.[70] 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 (two at Red Bull Racing and two at Scuderia AlphaTauri). 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.[71]

In 2022, Red Bull announced a full-on production of a hypercar called RB17, also designed by Newey.[72]

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.[73][74]

In January 2025, Red Bull announced their return to NASCAR (for the first time since the closure of Red Bull Racing Team in 2011) by sponsoring Shane van Gisbergen (a former driver for Red Bull-sponsored Triple Eight in the Supercars championship) and Connor Zilisch with Trackhouse Racing for certain races in the 2025 NASCAR Cup Series.[75][76]

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.[77]

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.[78]

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 (AMA) riders Eric Bostrom, Ben Bostrom and Jake Zemke and British Superbike (BSB) riders Jonathan Rea, Eugene Laverty and Ryuchi Kiyonari.

In 1999 it started sponsoring the Flying Bulls, a Czech aerobatics team.[79][80] The company promoted the Red Bull Air Race World Championship from 2003 to 2019.[81]

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.

Extreme sports

Since the initial viral marketing campaign, Red Bull's efforts have included sponsoring extreme sport events including cliff diving, BMX, skiing, flying, downhill and free-ride mountain biking and skateboarding. In the 1990s, Red Bull sponsored the rower Xeno Müller, who won an Olympic gold medal in the single sculls in 1996.[82]

Red Bull also owns and conducts the Flugtag ("flight day" in German), a competition where entrants launch themselves off a 10-metre ramp in homemade "flying machines" into a body of water (reminiscent of the Birdman Rally); its own version of the soapbox derby called the Red Bull Soap Box Race; the Red Bull Crashed ice, a world tour, in the winter extreme sporting event, ice cross downhill, which involves downhill skating in an urban environment, on a track which includes steep turns and high vertical drops.

Red Bull is now sponsoring the Cyberathlete Professional League.

Red Bull sponsors the Red Bull Rope Masters competition with the National Double Dutch League for the Annual Holiday Classic at the Apollo Theatre in New York City, an event often dominated by teams from Japan featuring fusion double-dutch (set to hip-hop or contemporary music), and they sponsor other regional events.

Football

The company has also been highly active in association football. On 6 April 2005, Red Bull bought the Austrian club SV Austria Salzburg and renamed it to Red Bull Salzburg, a move which has been heavily criticised by supporter groups within Austria and across Europe. They also purchased FC Liefering as Salzburg's feeder club. In 2005, Red Bull purchased the MetroStars, a team in Major League Soccer representing New York City, from Anschutz Entertainment Group and renamed the franchise; Red Bull New York is the name of the Red Bull subsidiary that operates the team, while the squad itself is known as the New York Red Bulls. Anschutz Entertainment Group was about to begin building the MetroStars their own stadium, but groundbreaking was delayed a month as AEG completed the sale of the team. The company paid for the team's new stadium, Red Bull Arena (now known as Sports Illustrated Stadium), which had its match opener 20 March 2010.

In 2007, Red Bull established the lower-division Red Bull Brasil team in the city of Campinas, São Paulo. As the plan to reach the Campeonato Brasileiro Série A in 10 years failed, Red Bull became owners of Série B side Clube Atlético Bragantino in March 2019 and renamed the team to Red Bull Bragantino.[83] Red Bull Bragantino became the champion of the 2019 edition of Série B, and was promoted to the Série A for the 2020 edition.

In June 2009, the company purchased the football licence of German fifth division club SSV Markranstädt based near Leipzig, renaming them RB Leipzig for the 2009–10 season onwards. The company stated that its goal was to reach the country's first division, the Bundesliga, within ten years; this goal was ultimately achieved, with RB Leipzig winning four promotions in seven seasons to secure Bundesliga football starting in 2016–17 season.[84] RB nominally stands for RasenBallsport ("Lawn Ball Sports"), to avoid corporate sponsorship restrictions.[85] RB Leipzig has been divisive and the subject of protests by some fans but has also experienced rapid success, climbing through the German football divisions to get a place in the top-flight German Bundesliga and earning berths in the UEFA Champions League in 2017–2018 and 2019–2020, the latter trip ending with a semi-final loss to Paris St. Germain.[40][86]

In May 2024, Red Bull bought a minority ownership in Leeds United and became their principal shirt sponsor.[87]

In August 2024, the company took over Japanese side Omiya Ardija from previous owners NTT, marking them as the company's first Asian club in their portfolio.[88]

In October 2024, the company announced to purchase a future minority ownership stake at Paris FC.[89]

In January 2025, was announced that Red Bull became main sponsors of Atlético de Madrid until 2027.[90]

Red Bull also sponsors several other Premier League clubs, including Newcastle United, West Ham United, Crystal Palace F.C., and Everton F.C..[91]

Rugby union

Red Bull sponsor a number of individual rugby union players including South African World Cup winning captain Siya Kolisi[92], Ireland international Mack Hansen[93] and England international Jack Nowell.[94]

In August 2025, Red Bull completed the purchase of English Prem club Newcastle Falcons.[95]

Ice hockey

The first team sponsored by Red Bull was ice hockey's EC Salzburg, the city's team in the Austrian Hockey League, during the 1987–88 season.[96] Red Bull acquired the club outright in 2000 and renamed it Red Bull Salzburg.[96] Since 2014, Salzburg has also hosted the company's joint ice hockey and soccer academy.[97]

Red Bull became the title sponsor of DEL team EHC München in 2012, and took full ownership the following year.[98] It also financed the team's new arena, SAP Garden.[99]

Cycling

Red Bull sponsors numerous cyclists including Danny MacAskill, Fabio Wibmer, Wout van Aert and Pauline Ferrand Prevot.

In January 2024 Austrian Federal Competition Authority (FCA) announced Red Bull GmbH's planned acquisition of a controlling interests of 51% in RD pro cycling GmbH & Co KG and RD Beteiligungs GmbH, the owner of the professional road cycling team BORA-Hansgrohe.[100]

The FCA approved the acquisition on 29 January 2024. Bora-Hansgrohe's manager Ralph Denk stated "the foundations of our partnership with Red Bull are now officially in place. This is the green light we've been waiting for to go ahead with the formalities and many specific parts of the collaboration."[101]

Other sports

Red Bull covers the costs to organise the Wings for Life World Run since its first edition in 2014. This permits that the entry fees for the participants can entirely be given to the nonprofit Wings for Life foundation.[102]

The company sponsors the Los Angeles Clippers NBA team and Red Bull 3X, a series of men's and women's 3x3 basketball tournaments.[103][104]

The Thai unit and its Philippine partner has been responsible in forming, licensing, and funding the Red Bull Barako basketball team in the Philippine Basketball Association (PBA) since 2000. It has become one of the more successful sports teams in the Philippines, winning three championships in the PBA.

Red Bull sponsors the FIVB Beach Volleyball World Tour.

They have also sponsored England cricketer Ben Stokes, and their branding is visible on the back of his bat.

The sponsorship of Exeter Chiefs and England winger Jack Nowell has seen him become the first player with branding on a scrum cap.

In 2021, Red Bull sponsored Hoang Anh Gia Lai from V.League 1.[105]

Red Bull have expressed interest into expanding into baseball, though no purchase has been made official yet.

Athlete sponsorships

Austrian Formula One driver Gerhard Berger was the first athlete to be sponsored by Red Bull in 1989.[106] Many of the company's early sponsorships were in lesser-known or extreme sports, including Olympic rower Xeno Müller, who won a gold medal at the 1996 Atlanta Olympics in the single scull race and BASE jumpers Frank "Gambler" Gambalie, Miles Dashier, and Shane McConkey.[107][108] In the 2010s, Red Bull began expanding its athlete base to include athletes from more mainstream sports, including Austrian tennis player Dominic Thiem,[109] Brazilian skateboarder Letícia Bufoni,[110] American skier Lindsey Vonn,[111] and American Major League Baseball player Kris Bryant.[112]

Sports championships

Motor racing

  • Formula 1 World Drivers' Championships (8)
  • 2010, 2011, 2012, 2013, 2021, 2022, 2023, 2024
  • Formula 1 World Constructors' Championships (6)
  • 2010, 2011, 2012, 2013, 2022, 2023

Association football

🇦🇹

  • Austrian Bundesliga (14)
  • 2006–07, 2008–09, 2009–10, 2011–12, 2013–14, 2014–15, 2015–16, 2016–17, 2017–18, 2018–19, 2019–20, 2020–21, 2021–22, 2022–23
  • Austrian Cup (9)
  • 2011–12, 2013–14, 2014–15, 2015–16, 2016–17, 2018–19, 2019–20, 2020–21, 2021–22
  • Regionalliga West (1)
  • 2012–13

🇺🇸

  • Supporters' Shield (3)
  • 2013, 2015, 2018
  • USL Championship Cup (1)
  • 2016
  • USL Championship Players' Shield (1)
  • 2016
  • National Premier Soccer League (1)
  • 2014

🇩🇪

  • Regionalliga Nordost (1)
  • 2012–13
  • NOFV-Oberliga Süd (2)
  • 2009–10, 2014–15
  • Sachsenliga (1)
  • 2013–14
  • Bezirksliga Leipzig (2)
  • 2010–11
  • Saxony Cup (2)
  • 2010–11, 2012–13
  • Regionalliga promotion playoff 1 (1)
  • 2012–13
  • DFB-Pokal (2)
  • 2021–22, 2022–23
  • DFL-Supercup (1)
  • 2023

🇧🇷

  • Campeonato Paulista Série A3 (1)
  • 2010
  • Campeonato Paulista Série B (1)
  • 2009
  • Campeonato Brasileiro Série B (1)
  • 2019
  • Campeonato Paulista do Interior (2)
  • 2019, 2020
  • Campeonato Paulista Group D (1)
  • 2020

🇦🇹

  • Austrian Bundesliga (14)
  • 2006–07, 2008–09, 2009–10, 2011–12, 2013–14, 2014–15, 2015–16, 2016–17, 2017–18, 2018–19, 2019–20, 2020–21, 2021–22, 2022–23
  • Austrian Cup (9)
  • 2011–12, 2013–14, 2014–15, 2015–16, 2016–17, 2018–19, 2019–20, 2020–21, 2021–22
  • Regionalliga West (1)
  • 2012–13

🇺🇸

  • Supporters' Shield (3)
  • 2013, 2015, 2018
  • USL Championship Cup (1)
  • 2016
  • USL Championship Players' Shield (1)
  • 2016
  • National Premier Soccer League (1)
  • 2014

🇩🇪

  • Regionalliga Nordost (1)
  • 2012–13
  • NOFV-Oberliga Süd (2)
  • 2009–10, 2014–15
  • Sachsenliga (1)
  • 2013–14
  • Bezirksliga Leipzig (2)
  • 2010–11
  • Saxony Cup (2)
  • 2010–11, 2012–13
  • Regionalliga promotion playoff 1 (1)
  • 2012–13
  • DFB-Pokal (2)
  • 2021–22, 2022–23
  • DFL-Supercup (1)
  • 2023

🇧🇷

  • Campeonato Paulista Série A3 (1)
  • 2010
  • Campeonato Paulista Série B (1)
  • 2009
  • Campeonato Brasileiro Série B (1)
  • 2019
  • Campeonato Paulista do Interior (2)
  • 2019, 2020
  • Campeonato Paulista Group D (1)
  • 2020

Ice hockey

🇦🇹

  • Austrian Hockey League (7)
  • 2007, 2008, 2010, 2011, 2014*, 2015, 2016, 2018*[113]
  • Continental Cup (1)
  • 2010
  • European Trophy (1)
  • 2011

🇩🇪

  • Deutsche Eishockey Liga (4)
  • 2015–16, 2016–17, 2017–18, 2019–20 (RS)

🇦🇹

  • Austrian Hockey League (7)
  • 2007, 2008, 2010, 2011, 2014*, 2015, 2016, 2018*[113]
  • Continental Cup (1)
  • 2010
  • European Trophy (1)
  • 2011

🇩🇪

  • Deutsche Eishockey Liga (4)
  • 2015–16, 2016–17, 2017–18, 2019–20 (RS)

Motor racing

  • Formula 1 World Drivers' Championships (8)
  • 2010, 2011, 2012, 2013, 2021, 2022, 2023, 2024
  • Formula 1 World Constructors' Championships (6)
  • 2010, 2011, 2012, 2013, 2022, 2023

Association football

🇦🇹

  • Austrian Bundesliga (14)
  • 2006–07, 2008–09, 2009–10, 2011–12, 2013–14, 2014–15, 2015–16, 2016–17, 2017–18, 2018–19, 2019–20, 2020–21, 2021–22, 2022–23
  • Austrian Cup (9)
  • 2011–12, 2013–14, 2014–15, 2015–16, 2016–17, 2018–19, 2019–20, 2020–21, 2021–22
  • Regionalliga West (1)
  • 2012–13

🇺🇸

  • Supporters' Shield (3)
  • 2013, 2015, 2018
  • USL Championship Cup (1)
  • 2016
  • USL Championship Players' Shield (1)
  • 2016
  • National Premier Soccer League (1)
  • 2014

🇩🇪

  • Regionalliga Nordost (1)
  • 2012–13
  • NOFV-Oberliga Süd (2)
  • 2009–10, 2014–15
  • Sachsenliga (1)
  • 2013–14
  • Bezirksliga Leipzig (2)
  • 2010–11
  • Saxony Cup (2)
  • 2010–11, 2012–13
  • Regionalliga promotion playoff 1 (1)
  • 2012–13
  • DFB-Pokal (2)
  • 2021–22, 2022–23
  • DFL-Supercup (1)
  • 2023

🇧🇷

  • Campeonato Paulista Série A3 (1)
  • 2010
  • Campeonato Paulista Série B (1)
  • 2009
  • Campeonato Brasileiro Série B (1)
  • 2019
  • Campeonato Paulista do Interior (2)
  • 2019, 2020
  • Campeonato Paulista Group D (1)
  • 2020

🇦🇹

  • Austrian Bundesliga (14)
  • 2006–07, 2008–09, 2009–10, 2011–12, 2013–14, 2014–15, 2015–16, 2016–17, 2017–18, 2018–19, 2019–20, 2020–21, 2021–22, 2022–23
  • Austrian Cup (9)
  • 2011–12, 2013–14, 2014–15, 2015–16, 2016–17, 2018–19, 2019–20, 2020–21, 2021–22
  • Regionalliga West (1)
  • 2012–13

🇺🇸

  • Supporters' Shield (3)
  • 2013, 2015, 2018
  • USL Championship Cup (1)
  • 2016
  • USL Championship Players' Shield (1)
  • 2016
  • National Premier Soccer League (1)
  • 2014

🇩🇪

  • Regionalliga Nordost (1)
  • 2012–13
  • NOFV-Oberliga Süd (2)
  • 2009–10, 2014–15
  • Sachsenliga (1)
  • 2013–14
  • Bezirksliga Leipzig (2)
  • 2010–11
  • Saxony Cup (2)
  • 2010–11, 2012–13
  • Regionalliga promotion playoff 1 (1)
  • 2012–13
  • DFB-Pokal (2)
  • 2021–22, 2022–23
  • DFL-Supercup (1)
  • 2023

🇧🇷

  • Campeonato Paulista Série A3 (1)
  • 2010
  • Campeonato Paulista Série B (1)
  • 2009
  • Campeonato Brasileiro Série B (1)
  • 2019
  • Campeonato Paulista do Interior (2)
  • 2019, 2020
  • Campeonato Paulista Group D (1)
  • 2020

Ice hockey

🇦🇹

  • Austrian Hockey League (7)
  • 2007, 2008, 2010, 2011, 2014*, 2015, 2016, 2018*[113]
  • Continental Cup (1)
  • 2010
  • European Trophy (1)
  • 2011

🇩🇪

  • Deutsche Eishockey Liga (4)
  • 2015–16, 2016–17, 2017–18, 2019–20 (RS)

🇦🇹

  • Austrian Hockey League (7)
  • 2007, 2008, 2010, 2011, 2014*, 2015, 2016, 2018*[113]
  • Continental Cup (1)
  • 2010
  • European Trophy (1)
  • 2011

🇩🇪

  • Deutsche Eishockey Liga (4)
  • 2015–16, 2016–17, 2017–18, 2019–20 (RS)

Events

Current and former Red Bull events include ACF Nationals (2009), Air Race World Championship (2003–2019), Argentine motorcycle Grand Prix, Art of Motion, BC One, Big Wave Africa, Cape Fear, Cliff Diving World Series, Crashed Ice, Dolomitenmann, Drifting World Championship, Flugtag, Frozen Rush, Indianapolis motorcycle Grand Prix, King of the Air, King of the Rock Tournament, Last Man Standing, MotoGP Rookies Cup, Motorcycle Grand Prix of the Americas, New Year No Limits, Paper Wings, Rampage, Red Bull 400, Red Bull Joyride, Road Rage, Romaniacs Hard Enduro Rallye, Soapbox Race, Spanish motorcycle Grand Prix, Stratos, Street Freestyle World Champions (2019), Trolley Grand Prix, Unleashed (2015), Wings for Life World Run, X-Alps, Xcbusa, Hardline, and X-Fighters.

Legend Events

Red Bull hosts the Red Bull Legends Parade, a special event held during Formula 1 race weekends at the Red Bull Ring in Spielberg, Austria. In this parade, Formula 1 racing legends ride their historic car around the circuit, providing a unique experience for fans.[114] In motorcycle racing, Red Bull and MotoGP has announced a Legends Parade event to be held during the Austrian GP. This is the first MotoGP event of its kind and will feature a number of top riders. They will ride historic motorcycles and relive the MotoGP vibes of yesteryear for a nostalgic experience. Several riders have been confirmed to participate in the Legends Parade.[115][116]

Legend Events

Red Bull hosts the Red Bull Legends Parade, a special event held during Formula 1 race weekends at the Red Bull Ring in Spielberg, Austria. In this parade, Formula 1 racing legends ride their historic car around the circuit, providing a unique experience for fans.[114] In motorcycle racing, Red Bull and MotoGP has announced a Legends Parade event to be held during the Austrian GP. This is the first MotoGP event of its kind and will feature a number of top riders. They will ride historic motorcycles and relive the MotoGP vibes of yesteryear for a nostalgic experience. Several riders have been confirmed to participate in the Legends Parade.[115][116]

Venue

Red Bull owns several sports venues, including football stadiums and racing circuits. The most famous stadiums in Leipzig, home of RB Leipzig, and Salzburg, home of FC Red Bull Salzburg. They also own the racing circuit that hosts Formula 1 and MotoGP races. R Here are some of the major venues owned or associated with Red Bull:

  • Football Stadiums:
  • Red Bull Arena (Leipzig): Home stadium of RB Leipzig, located in Germany.
  • Red Bull Arena (Salzburg): Home stadium of FC Red Bull Salzburg, located in Austria.
  • Red Bull Arena (New Jersey): Formerly known as Red Bull Arena, now known as Sports Illustrated Stadium, home of the New York Red Bulls.
  • Racing Circuits:
  • Red Bull Ring: A racing circuit in Spielberg, Austria, that hosts Formula 1 and MotoGP races.[117]

External links

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