Global energy drinks heavyweight Red Bull has for the first time invested in a UK sporting property, taking a minority stake in English second-tier soccer club Leeds United.
Red Bull will add Leeds to a multi-club network that includes RB Leipzig in Germany, Austria’s Red Bull Salzburg, New York Red Bulls in the US’ Major League Soccer, and Brazil’s Red Bull Bragantino.
The giant also owns two teams in motor racing’s Formula 1, Red Bull Racing and a sister outfit, as well as ice hockey club EC Salzburg.
In addition to the minority investment, Red Bull will also become Leeds’ primary front-of-shirt sponsor in a multi-year deal starting in 2024-25, a campaign which will see the northern side attempt to gain promotion to the top-tier Premier League after defeat in the Championship play-off final last weekend.
As well as this, Red Bull becomes the club’s exclusive energy drink partner, with branding to feature inside the club’s Elland Road stadium and during “the club’s official media appearances.”
Leeds will not, however, be rebranded or have their name or logo changed, the club has said in a statement.
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The club’s current owners, 49ers Enterprises (the investment arm of the San Francisco 49ers American football franchise), completed a takeover last June for £170 million ($216.3 million).
Oliver Mintzlaff, chief executive for Red Bull’s corporate projects and investments arm, has said: “We are delighted to be an important element and partner of Leeds United. A club that is certainly one of the biggest in England and has a rich and successful history.”
Earlier this month, Red Bull completed its acquisition of Bora-Hansgrohe, the German-based WordTour team, to make its first entry into professional road cycling.
Red Bull’s expansion into sports ownership began in 2005, while the license for a professional side in Leipzig was bought in 2009.
Paraag Marathe, Leeds United chair, added: “As chairman, our consortium of investment partners will be invaluable to me as we approach this important moment for the club, now and into the future. Red Bull’s addition is a historic milestone that will further empower the club to reach its full competitive potential.”
Leeds’ 2023-24 primary front-of-shirt partner has been smart home systems installer Boxt.
