The steel colossus, almost 15 meters high and weighing 68 tons on the Red Bull Ring, is in an attacking mood.
He fits into the world of sports and marketing empire. Mighty, a little scary with his huge golden horns, he’s standing on his hind legs. My bull, my Formula 1 teams, my racetrack. Or also: My football clubs, my athletes, my spectacle, my marketing. A canned empire.
A brand with a concept that stands for many things, but above all is not undisputed. The vision of multi-billionaire Dietrich Mateschitz that has become reality has changed the sports world. And it is possible that Red Bull will enter into a fast-paced and sonorous partnership in the foreseeable future.
Is the Red Bull Porsche coming?
Almost all the conditions are in place for Formula 1 world champion Max Verstappen to be able to expand his collection of titles with a Red Bull Porsche during his current contract. But as much as an announcement at the weekend at the spectacle in Styria would fit into the perfectly staged Red Bull sports world, the fans will have to be patient.
The problem is that the engine regulations, which are to apply from 2026, have still not been approved. Then the racing cars should run on fully synthetic fuels, which should save 65 percent of greenhouse gas emissions. Incidentally, this is being developed in cooperation with the largest oil production company in the world from Saudi Arabia.
With “sustainability” to new manufacturers?
In any case, Formula 1 wants to be climate-neutral by 2030. “I think we are the only international sport that has taken a clear path to the future. With a view to sustainability,” says Formula 1 Managing Director Stefano Domenicali. This should attract manufacturers.
Just like Volkswagen. According to Volkswagen boss Herbert Diess, the two subsidiaries, Porsche and Audi, have already begun to develop engines. Red Bulls team boss Christian Horner finds it exciting. “Extremely exciting” even a possible connection with his racing team. Motorsport consultant Helmut Marko has already emphasized that Red Bull is “the most attractive partner” for a manufacturer, “I think that’s logical”.
Otherwise, those responsible for the racing team, which entered Formula 1 in 2005 and now wants to follow the weddings under Sebastian Vettel with the four world championship titles in a row from 2010 to 2013, can’t elicit anything. There is no security for an announcement at the home race. A meeting on Friday with the teams in Spielberg will not create the necessary basis, but it needs the blessing of the International Automobile Association.
The fact that Max Verstappen will step on the gas in a Red Bull with Porsche power is almost taken for granted. The Dutchman’s contract is valid until the end of 2028.
Red Bull cooperates with many athletes
He may be the world’s most famous Red Bull athlete. But the number of female athletes from adventure racing to wingsuit flying is huge. Wout van Aert, who started the next stage of the Tour de France on Thursday as the leader with the yellow jersey, is just as much a part of it as Germany’s Nordic combined athlete and Olympic champion Vinzenz Geiger or Italy’s national soccer keeper Gianluigi Donnarumma.
The company based in Fuschl has long been global. In 2021, Red Bull said it had 13,610 employees in 172 countries. 9.804 billion cans of Red Bull were sold, an increase of 24.3 percent compared to 2020. According to the company, group sales rose by 23.9 percent to 7.816 billion euros.
Can, football clubs like RB Leipzig, Formula 1 racing teams, TV stations – marketing and sports with an action factor are practically all inclusive. Not all undisputed. That doesn’t really matter to the fans on the picturesque Red Bull Ring. And the bosses are not worried about the future of the racetrack with the iconic bull either. “If you have 20 percent of the field, have a television station that broadcasts and the race is in the top league in the many Grand Prix ratings … then I don’t see any danger for the future,” said Marko in an interview the “little newspaper”. Just Red Bull.