Join us behind the scenes of Formula 1: our reporters were present at every Grand Prix in 2025, including Austria. We write about our experiences not only online, but also in our magazine. Part 11 of 24: André Venema on the big money at Red Bull.
Thanks to a colossal contract that lasts until 2042, Red Bull has secured the near and distant future of the Austrian Grand Prix. The exact amount of money involved has not been disclosed, of course. I suspect it’s around half a billion, based on a minimum annual entrance fee of €25 million.
The event at the Red Bull Ring is one of the best organized on the calendar. The track is short and clear, fans are entertained all day, there are campsites within walking distance of the circuit, and it is quite centrally located in Europe, making it accessible by car for many people. The only downside is the traffic flow. But this GP is not alone in that regard.
Half a billion may seem (and of course is) a lot of money. But not for the energy drink company. According to research by the European Brand Institute, the Red Bull brand is worth almost 20 billion euros. Such an investment for sixteen future Grands Prix seems quite reasonable in comparison. The state of Styria – the birthplace of the late Red Bull CEO Dietrich Mateschitz – reaps the benefits. Just as he wanted, just as it was intended. The economic spin-off for the region amounts to approximately €150 million annually.
No energy drink manufacturer is as innovative and invests as much in marketing as Red Bull. Money makes money. The Austrian GP is a prime example of this.
