Multiplying this across the other major media in the Red Bull Media House network, it’s clear that Mateschitz sees Red Bull not as a beverage brand, but as a global lifestyle brand with boundaries that have not yet been reached. He calls the recent multimedia assault “our most important line extension so far,” with the goal to “communicate and distribute the ‘World of Red Bull’ in all major media segments.” As with all the other promotional ventures, Mateschitz hopes Red Bull Media House will turn a profit. But as with his sport teams, he’s willing to be patient and bank on the promotional value of these activities.