Overview

Red Bull's story is unlike any other in the world of sport and business. Born in a small Austrian town as a reimagined Southeast Asian tonic, Red Bull transformed itself-through daring vision and relentless innovation-into one of the most powerful forces in global athletics. From the slopes of the Winter Olympics to the summit of Formula 1, the company built a unique empire by backing athletes and teams, creating headline-grabbing events, and rewriting the rules of sponsorship, storytelling, and competition. Drawing on verified records, exclusive interviews, and the testimony of those at the heart of the action, this book traces Red Bull's remarkable rise-chronicling how a single drink became a catalyst for sporting revolutions, uniting performance science, media mastery, and a culture of audacity that continues to shape entire industries. Whether powering champions to the finish line, reinventing football in Europe and the Americas, or giving unknown talents a global stage, Red Bull's journey offers a new blueprint for ambition in the 21st century. This is the definitive account of a brand that gave wings not only to its athletes, but to the very spirit of modern sport.

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9781923545113

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