Inside the billion-pound Red Bull empire that powers Christian Horner

With the Red Bull insignia visible from every angle, more than eight million people watched as the Austrian skydiver Felix Baumgartner prepared to jump from a capsule 24 miles above the Earth.

“Sometimes you have to go up to understand how small you are. I’m coming home now,” he said in the clip filmed shortly after 7pm on October 14, 2012.

The event was remarkable in a number of ways. For the marketing juggernaut that is Red Bull, it attracted a then record number of eyeballs following live on YouTube. Baumgartner also became the first person to break the sound barrier unaided, reaching a velocity of 843.6mph during his descent.

Speed, extreme sports and Red Bull are intrinsically linked. The energy drinks titan is arguably