“Few companies rival Red Bull’s innovation and perseverance in utilizing sport as a key driver of business and extension of the core brand” – Simon Chadwick on Dietrich Mateschitz, when sportbusiness.com named Red Bull’s CEO the Most Influential Person in the Business of Sport for 2010. In ‘09, Fast Company also named Mateschitz the 25th most creative person in business as he reportedly spent more than $300 million on marketing, pushing the energy-drink category beyond $30 billion.