The energy drink multinational’s takeover of the Austrian club sparked protests in Salzburg, but the results were brilliant. The points of contact and the differences with the Elliott philosophy
It’s a short step from Red Bull to RedBird. Or maybe not so much, because there is an ocean in between, not just the difference between a red bull and a bird of the same color. The Austrian multinational, which for some time has also been a giant in the world of sport, has allowed Salzburg to win series championships and to appear as a protagonist in the Champions League: the founder Dietrich Mateschitz will not have the musical talent of Mozart – a true landlord in the Unesco heritage city – but in short, everyone recognizes the entrepreneurial genius.
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