This week, Red Bull made headlines by acquiring a minority stake in Leeds United, a deal hailed as a “historic milestone” by Whites chairman Paraag Marathe.
The energy drink giant invested in the club just days after their heartbreaking defeat in the Championship play-off final. The multi-year agreement promises to bring in new commercial revenues and capital investment, starting from the 2024/25 season.
Red Bull, known for their diverse sports portfolio, will become Leeds United’s front-of-shirt sponsor.
Their football empire includes RB Leipzig, Red Bull Salzburg, New York Red Bulls, and Red Bull Bragantino, among others. They’ve also ventured into ice hockey, extreme sports, motorsports, and even own two Formula 1 teams.
The deal has piqued the interest of Premier League powerhouse Liverpool, who have an unofficial connection with Red Bull’s clubs, RB Leipzig and Red Bull Salzburg.
Several players, including Naby Keita, Ibrahima Konate, Sadio Mane, and Takumi Minamino, have joined Liverpool via the Red Bull network. Jurgen Klopp’s former assistant, Pep Lijnders, now manages Red Bull Salzburg.
Before a pre-season friendly against Red Bull Salzburg in 2022, Klopp praised the Red Bull project, calling it “really interesting” and noting the similarities in football philosophy.
Some Leeds United fans have expressed concerns about the deal, but the club assures that their name and logo will remain unchanged, unlike other Red Bull-owned clubs.
The partnership marks a new chapter for Leeds United, and fans will be watching closely to see how the Red Bull influence shapes the club’s future.