For a long time, Red Bull has not only stood for sugary fizzy drinks.
The group of the recently deceased Austrian Dietrich Mateschitz dominates the tables in Formula 1, has become an integral part of football and stands for spectacular extreme sports activities.
A beverage company shaking up the sports world.
And that's not just met with enthusiasm.
In football, Red Bull has taken commercialization to the extreme like no other company by taking over several clubs.
Take over football clubs, flatten them and set them up completely from scratch with a lot of money - with this strategy Dietrich Mateschitz catapulted »Rasensport Leipzig« (RB Leipzig) and »Salzburg Austria« into top classes.
All with the aim of selling even more Red Bull cans.
Extreme sports show how far the company is willing to go for marketing.
Athletes threw themselves off cliffs, high-rise buildings or mountain peaks - and thereby marketed Red Bull products.
There were always fatal accidents, for example in 2009, when the Swiss base jumper Ueli Gegenschatz had an accident and died after parachuting from a high-rise building.
After such incidents, Red Bull usually remains silent.
The Red Bull Saga
In this episode of »Inside Austria« we look at the power of Red Bull in sport.
We show how Dietrich Mateschitz made his beverage company big in Formula 1 and football, and how he changed the sports world in the process.
And we look at the dark side of Red Bull. How far was Mateschitz willing to go to sell his cans?
The episode is part of our three-part series on the Red Bull saga.
In the weekly podcast “Inside Austria”, SPIEGEL and STANDARD look together at the big and small scandals in Austria.
Together with journalists from both editorial offices, we reconstruct cases and events that move the country.
We look into political abysses, follow the investigations into the cause of Sebastian Kurz and his ÖVP.
And inform about an important Austrian topic of the week.