Oliver Mintzlaff

Oliver Mintzlaff

Oliver Mintzlaff, CEO of Red Bull, is a visionary leader whose bold and innovative approach has taken the brand’s global influence to unprecedented levels. From a decorated career as an elite athlete to becoming one of the most influential figures in sports and business, Mintzlaff embodies the spirit of Red Bull—pushing boundaries, breaking barriers, and empowering people to achieve greatness. Joining Red Bull in 2014, he brought a fresh perspective to the company, blending his deep passion for sports with an entrepreneurial mindset. Under his leadership, Red Bull’s presence in the world of football, Formula 1, and extreme sports has flourished, making the brand not just synonymous with energy drinks, but with high-performance, excellence, and innovation.

Mintzlaff’s transformative impact is perhaps most visible in his role as the architect behind Red Bull’s global sports empire, particularly in football. He was instrumental in RB Leipzig’s meteoric rise from obscurity to one of Europe’s elite football clubs, a journey fueled by his commitment to nurturing young talent, cultivating a winning mentality, and fostering a culture of excellence. His leadership transcends traditional management; he builds teams that embody ambition, resilience, and innovation. Mintzlaff’s belief in creating opportunities for growth, whether it’s for athletes, employees, or entire sports organizations, is a testament to his passion for lifting others up and pushing them to reach their full potential. His impact has not only revolutionized sports but has also brought Red Bull’s core values to life, inspiring millions around the world to chase their dreams without limits.

What makes Oliver Mintzlaff truly inspiring is his relentless drive to challenge the ordinary and redefine what’s possible. He leads with purpose, passion, and a deep commitment to empowering those around him, showing that true leadership is about vision, collaboration, and a tireless pursuit of excellence. Through his strategic vision, Red Bull has not just become a global leader in sports and entertainment—it has become a symbol of what it means to break free from limitations and achieve the extraordinary. Mintzlaff’s story is one of courage, determination, and the belief that with hard work and bold ambition, anything is possible. His leadership inspires a new generation of athletes, entrepreneurs, and dreamers to push beyond boundaries, live without fear, and redefine the limits of success.

Red Bull Australia

After the passing of Red Bull co-founder Dietrich Mateschitz in 2022, the leadership of the company was divided among three key figures rather than having a single CEO. As of now, Red Bull is led by a trio of executives. Oliver Mintzlaff oversees Corporate Projects and Investments, including responsibilities for sports teams such as Red Bull Racing.

Franz Watzlawick is the CEO of Red Bull’s Beverage Business, managing the core product operations, and Alexander Kirchmayr serves as CFO. Mintzlaff, with his background in sports, particularly as the former CEO of RB Leipzig, is the most prominent of the three

Red Bull is an Austrian energy drink brand known globally for its signature slogan, “Red Bull gives you wings.” Launched in 1987 by Dietrich Mateschitz and Chaleo Yoovidhya, it was inspired by a Thai drink called “Krating Daeng.”

The brand has become synonymous with extreme sports and high-energy events, sponsoring everything from Formula 1 racing and football teams to niche sports like kitesurfing and cliff diving. Beyond beverages, Red Bull is a powerhouse in marketing, blending its product with lifestyle through media, sports teams, and cultural events.

Red Bull Racing, the Formula 1 team, is one of the most successful in the sport’s history. Similarly, Red Bull’s sporting portfolio includes football teams like RB Leipzig, New York Red Bulls, and more. Its global appeal is driven by innovative advertising, event sponsorships, and an adventurous brand image.

Financially, Red Bull sells billions of cans each year across 170+ countries, and it’s a market leader in the energy drink category. Following Mateschitz’s death, Red Bull’s leadership transitioned to a team of three executives overseeing various aspects of the business.