It's Not Just Bull.(News)

Byline: Dutch Mandel

Were AutoWeek to present a Motorsports Man of the Year award, the Gilded Helmet wouldn't go to Bernie or Tony George or Paul G. or Christopher Robin Pook. No, the winner for advancing motorsports in America this year would be Dietrich Mateschitz, toreador of the Red Bull empire.

Chances are you wouldn't know the swarthy Mateschitz if you rappelled into his tanned and towering frame, but certainly you're familiar with Red Bull even if you haven't sampled the mouth-puckering, sugar-carb-and-caffeine-laden energy drink. Founded 20 years ago, Red Bull chills in more than 70 countries with some 1 billion cans sold annually. Sipped by the pierced and tattooed generation and a favorite bar mixer among the hip, we care about Red Bull because it sponsors virtually every kind of race car-from Formula One to F3000 to IRL to Grand-Am. Still, Red Bull is on our radar screen for more reasons.

Mateschitz is the patron saint of hard-core athletes. He props up jocks who throw their souls into their passions. He also supports non-mainstream sports like kayaking, hang gliding, kite surfing, wake boarding, acrobatic flying, downhill skateboard racing and the ever-popular street luge. These sports, and a few further out on the fringe, have Red Bull funding. Nearly 80 American athletes enjoy the Red Bull largess.

Street luge and car sponsorship aside, Mateschitz wins our award because Red Bull is the only company dedicated to finding the next American boy or girl open-wheel racer, and Red Bull wants an American in Formula One. What do we say about that? How about hooray! How about shame on Ford, GM, Bud, Bridgestone, FedEx and others who'll benefit from a rise in F1's U.S. popularity. Shame for allowing a guy tucked in a Sound of Music village to find our next American racing idol.

You've read about the driver's search program whose goal is to seek out and nurture ...