Founded after Dietrich Mateschitz visited Thailand on a business trip and discovered a popular energy drink that helped cure his jet lag. Working with the owner to modify the recipe for western tastes the Red Bull company was born. Since the drink was launched in Austria in 1987 it has become synonymous with energy drinks and is the longstanding world leader.
Off the back of their global success, Red Bull have been at forefront of athlete and event sponsorship across traditional and extreme sports. The support they have provided has enabled sports like downhill Mountain Biking to grow from humble beginnings to being the global powerhouses they are today.