Red Bull, privately owned and headquartered in Austria, was founded in 1987 and employs approximately 19,820 individuals. The company reported $13.8B in revenue as of 2025. Functioning primarily in Food and Beverage Services, Red Bull operates as a multi-billion dollar ecosystem centered around its energy drink and a 'brand-as-publisher' strategy. Its operations include an energy drink portfolio, a media subsidiary known as Red Bull Media House, and an ownership stake in sports teams such as Oracle Red Bull Racing and RB Leipzig.
On July 23, Red Bull continued to face pressure to sell its sister team, Racing Bulls, despite rejecting a reported £2.2 billion bid from BYD, as some Formula 1 rivals voiced concerns over the company's ownership of two teams on the grid. Earlier the same day, Gwen Lagrue, formerly Mercedes' chief driver scout, was set to join Red Bull to lead its driver development program. This move is expected to bring a significant cultural change to the Milton Keynes-based outfit, differing from the approach of his predecessor, Helmut Marko. This followed reports earlier on July 23 from German media indicating that Red Bull's F1 team has found replacements for both Helmut Marko and Gianpiero Lambiase. Max Verstappen's long-time race engineer, Lambiase, is reportedly slated to join McLaren in 2028 as chief racing officer, a development described as a significant blow to the team.
Red Bull offers 3 products in the media and telecoms services and sports industries. Red Bull's product portfolio comprises of broadcast television and radio and water sports.
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Red Bull's revenues were over $1B in 2025. Caretta Research has split Red Bull's revenue into 3 different product categories.
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