Red Bull has finalized the purchase of a minority stake in the English football club Leeds United, marking a significant move for both parties ahead of the upcoming season. As part of the agreement, Red Bull will also serve as the team’s shirt sponsor for the forthcoming campaign.
Announced on Thursday, the deal signifies a strategic partnership between Red Bull and Leeds United, with the energy drink giant expanding its footprint in the football world. This move adds to Red Bull’s existing soccer ventures, which include ownership of Leipzig in Germany and a longstanding association with Salzburg in Austria.
Despite Leeds United’s recent setback in failing to secure promotion to the Premier League, losing to Southampton in the Championship playoff final, the club remains determined to reclaim its position in the top-flight league. Oliver Mintzlaff, CEO of Red Bull corporate projects and investments, expressed optimism about the collaboration, highlighting the shared ambition to elevate Leeds United’s status.
“The ambition to bring Leeds back to the Premier League and establish themselves in the best football league in the world fits very well with Red Bull,” Mintzlaff stated. “We look forward to the partnership and are optimistic and energized about the future.”
In addition to providing new commercial opportunities, the partnership with Red Bull will inject additional capital into Leeds United, supporting the club’s efforts to compete both on and off the pitch. This infusion of resources comes at a crucial juncture as the club aims for promotion in the upcoming season.
Crucially, Leeds United emphasized that the club’s identity, including its name and logo, will remain unchanged despite the new partnership. Notably, the club’s ownership includes prominent figures from the world of golf, including major-winning golfers Justin Thomas and Jordan Spieth.
The collaboration between Red Bull and Leeds United marks a significant development in the football landscape, with both parties poised to leverage their respective strengths to achieve mutual success.
