Few individuals over the last forty years have had as significant an influence on Formula 1 and racing as a whole as the late Dietrich Mateschitz. However, even during the Drive to Survive celebrity age, his fame was negatively correlated with his importance.
For him, brand awareness was more important than individual recognition. A technique that Red Bull‘s spectacular success has shown to be the most effective. Mateschitz was serene, except for appearances at the Austrian Grand Prix. And sporadic flying trips to pre-season testing were hardly ever seen at the Grand Prix in recent years.
Even though he only possessed a 49% stake in Red Bull. He had complete managerial control over the company and was the impetus behind its extensive racing endeavors.
Mateschitz altered Formula One as a team owner, race producer, star-maker, and sponsor. His influence on 21st-century grand Prix racing, including what transpires on the track and who the critical players in the paddock are, is a result of his strength in politics, sports, and business.
But it also affects how the general public perceives an athletic organization. That may otherwise have been left behind in a world that is evolving. Red Bull was originally an unruly outsider but quickly established itself as a mainstay of the system. It is as only effective forces for change can.
How Dietrich Mateschitz and Red Bull Influenced F1
How impossible it is to fathom how Grand Prix racing would look today without Mateschitz and Red Bull’s involvement is the ultimate indicator of Mateschitz’s significance. One of the keystones of F1 has evolved from what Lewis Hamilton initially considered “simply a beverage firm.” Mateschitz was a modern-day Enzo Ferrari, at least to the extent that such a thing is feasible, despite both being quite different individuals with entirely different methods of doing things.
Given the historical significance of Ferrari, it may seem sacrilegious. But when you step back and analyze Mateschitz’s level of participation in racing. It becomes obvious that the analogy is valid.
He was, after all, a mysterious, myth-covered man who was best known for his “vicars on earth” in the paddocks throughout the globe, whose business had inextricably linked itself to the game.
Two years after Mateschitz initially introduced the Red Bull name to Europe. Ferrari driver Gerhard Berger became the first “Red Bull athlete,” dipping the co-founder of Red Bull’s toe into the world of racing for the first time in 1989. Later, the program was broadened to include many athletes from various sports, always with a significant representation of racing.
When Red Bull became Sauber’s title sponsor in 1995, it officially entered the Formula One world. That agreement includes acquiring the team’s controlling ownership. This persisted until Mateschitz sold his share of the business before the 2002 campaign.