CONCLUSION
Ultimately, the success of Mate chitz a a ports entrepreneur is in many ways unpar alleled. While other entrepreneur have similarly developed successfi.Il busines es, and ther . ports owners and innovators have perhaps achieved greater . ucces within the sporting realm, few companies rival Red Bull' innovation and persever an -e in utili. ing sport as a key driver of bminess and exten ion of the core brand. Remammg true to the company' core values and identity, Mateschitz has used sport to fi.1rther promote and grow the Red Bull brand and reach a broader audien e of fans and consumers internationally. By stressing authenticity and establishing the brand as an icon of the extreme sports sub culture, the company has pioneered not only the energy drinks market, but also the use f sport as a brand extension. Given the ucces Red Bull has a hieved over the past
25 years, and what i known about entre
preneurship and the role it plays in sport there can be little doubt of Mateschitz's place among the sports elite, alongside more famous names like Phil Knight, Adi Da sler and Mark McCormack. While it remains to be een what future endeavour. and extensions Mateschitz and Red Bull have planned, the foundations laid within youth culture and sport should no doubt ensure that the company's market donu nance and pre ence in sport will continue