Red Bull, the popular energy drink company, has made its first venture into English football with the acquisition of a minority stake in Leeds United. The multi-year deal will see Red Bull become the club’s new shirt sponsor and exclusive energy drink partner. In addition, the company’s branding will be prominently displayed at Leeds United’s Elland Road stadium.
This move by Red Bull has not come without controversy, as the company has faced backlash in the past for its involvement with football clubs. In 2005, FC Red Bull Salzburg in Austria underwent a name change, logo change, and even a change in stadium name after being purchased by the energy drink giant. However, Leeds United has assured fans that their name and logo will remain unchanged.
While the size of Red Bull’s stake in the club has not been disclosed, this partnership comes at a pivotal time for Leeds United. Despite having one of the most expensive squads in the second-tier Championship league, the team failed to secure promotion to the Premier League. They were beaten to automatic promotion by Leicester City and Ipswich Town, and then suffered a 1-0 loss in last weekend’s play-off final against Southampton FC.
Leeds United chairman Paraag Marathe expressed his excitement about the new partnership, stating, “I am thrilled that Red Bull is joining us to build a bright future for Leeds United and shares our deep respect for this truly special club… Red Bull’s addition is a historic milestone that will further empower the club to reach its full competitive potential.”
Red Bull’s CEO of corporate projects, Oliver Mintzlaff, also shared his enthusiasm for the partnership, stating, “We look forward to the partnership and are optimistic and energized about the future.” The company has high hopes for Leeds United’s success and the potential for the club to achieve promotion to the Premier League.
This partnership adds to Red Bull’s already extensive involvement in sports, including its successful F1 Racing team and sister team RBF1. The company has also invested in a number of ice hockey and extreme sports teams, as well as German football side RB Leipzig, US side New York Red Bulls, and Red Bull Bragantino in Brazil.
