> Mateschitz, 67, has been a patron saint for more than two decades to late-night partiers, exam-week undergrads, long-haul truckers, and, above all, extreme-sports athletes everywhere.
I would think that the overwhelming presence of the brand on extreme-sports events has more to do with demographics of the tv-audience than with 'athletes' liking the drink.
I think the remark in the article was more about how Red Bull helps finance a lot of these extreme sports and the athletes that compete within. Without Red Bull a lot of these things would not see any sponsorship.
i once talkes with the former coo of red-bull: the first (unpaid) marketing success of red-bull was when a F1 (cars driving in circles) team leader (i think it was ferrari) held a victory speech while holding a red bull in his hand.
Inside the extreme sports circles - being sponsored by RB is seen as acknowledgment of ones excellence in his field. In a sense the RB helmet is the ultimate status symbol and sign of the elite.
Also these athletes and the sports are incredibly cheap for RB and at the same time RB is the only thing keeping them alive.
I would think that the overwhelming presence of the brand on extreme-sports events has more to do with demographics of the tv-audience than with 'athletes' liking the drink.