INTRODUCTION
Dietrich Mateschitz is not a well-known
name in many circles. Yet, despite his relative
anonymity, Mateschitz is perhaps one
of the most important and innovative
sports entrepreneurs today, with an empire
boasting football (soccer) teams around
tbe world. Formula One (Fl) racing
teams, stadia and arenas around the globe
and, perhaps most markedly, an unparalleled
portfolio of extreme games and
action sports properties. Mateschitz, the
founder and owner of Red BuU energy
drinks, today owns and operates sports
entities across the globe, driving the
adventure sports industry, as well as
redefining the traditional sports market,
the nature of contemporary sports owners
and establishing Red Bull as a pre-eminent
sports brand.