When I first heard about Red Bull wanting to invest in us, I had mixed reactions, one of which was based on the fact that I actually can’t stand the drink. Too many bad memories from uni using it as a mixer for alcoholic drinks and how I felt the next day!
Red Bull is investing in Leeds United and will become the team’s main kit sponsor https://t.co/17yqEVueAa
— Bloomberg (@business) May 30, 2024
Personal feelings aside though, there is also just something about being associated with the brand, which I get is one of the biggest in the world and has a great reputation for its links to sports.
And then, there’s its slogan – ‘Red Bull gives you wings’ – if that were true, I’d expect us to be flying within a couple of years – Premier League winners, Champions League – you name it!
Alas, I doubt this is going to be the case – at least from a realistic perspective. However, I definitely see some benefits to us when weighing everything up. It also seems, for now at least, that we won’t be taking on their brand as a name – so I guess that is one silver lining.
I had to do a bit of research into the deal to understand exactly what the details were. It seems that compared to other clubs that become the subject of interest from wealthy individuals or conglomerates, there is quite a bit more substance to this deal. And, it was easy for me to see how this aligns with our strategy so far.
When you think about the fact that we’re owned by the investment group of the San Francisco 49ers and now Red Bull have a minority stake in us, not only do we have substantial financial backing if we need it, but also the benefit of the expertise from tw of the biggest brands in the world which will only help us long term.
The 49ers are arguably one of the most notable sports franchises in the world. I think the Yankees, Red Sox and probably that lot across the Pennines as a brand are bigger, but the 49ers are definitely up there.
Red Bull A Game-Changer?
Now throw Red Bull into the mix and it basically sky-rockets us into the centre of the sporting universe. Their expertise when it comes to marketing, branding and operations are second to none and, for us, that would be class.
When I think about how clubs like Chelsea have grown over the last couple of decades – Roman Abramovich basically concentrating on a few markets around the world – they’re pretty much big on every continent.
Yeah, they had major investments which had immediate benefits in the short term, though, in the decade that followed, they stopped spending heavily every year (maybe one in three), though I think some of that was from commercial revenue that they had generated from around the world.
I’m certain that Red Bull can give us this in time. For me, there is a little bit of a concern that we’re not the only football club that they are involved in and, despite us being in the Championship – albeit top and likely to be champions, I think we’re definitely the biggest and could turn out to be Red Bull’s biggest success.
Arguably RB Leipzig are the biggest club that they are/were involved in (at least until they invested in us), and I actually didn’t realise they were founded as a completely new one after Red Bull took over SSV Markranstädt in 2009.
Starting in the fifth tier of German football, they quickly came up through the divisions and by 2017, they were Bundesliga runners-up. From that point forward, they’ve been a constant in the Champions League, reaching the semi-finals in 2020 and winning the DFB Pokal in 2022 and 2023.
This kind of progress is something that we can only dream of, though it seems that most teams under the Red Bull franchise have gone on to have a strong track record. I actually also didn’t realise that a similar thing happened with Red Bull Salzburg. In 2005 the club was called SV Austria Salzburg and I can understand the fans’ disgruntlement with the rename. I think maybe I could get over that if it meant we then achieved the type of success that followed.
The club won its first Austrian Bundesliga title within the first full season under Red Bull’s ownership and a further three times up until 2012 when they also won the league and cup double.
From 2013 to 2023 they won 10 consecutive titles, but it’s one of those leagues that isn’t exactly the most competitive. Though, when you think about how they have basically become a feeder club to others – mainly their sister Leipzig, it is even more impressive. More so when you consider that they were Europa League semi-finalists during the 2017/18 season.
One club that many people don’t think about is FC Liefering – I didn’t know about them until four or five years ago, but essentially, they have turned into the feeder club to RB Salzburg, though often they send players out on loan there as well. One point I found interesting is that Austrian football league rules prevent Red Bull from naming two clubs after themselves.
Does Red Bull’s Track Record Set Us Up For Success?
With Leeds – and I know that it is only a minority that they have in us, but given time, I think we could be Red Bull’s best investment.
Compared to their other clubs – I think most of which were essentially formed from scratch – I forgot to mention New York Red Bull – we are considerably more established and have a decent fanbase and infrastructure and already have the makings of what could be a very good squad with some investment (inevitable when we get promoted).
In the last two years (if you factor in that it is likely for this season) each club that came up has gone or is likely to go straight back down. And, these are teams that did well in the Championship.
I just have this feeling that we’ll be okay and do an Aston Villa or Nottingham Forest. Two clubs that are well-run, have a good infrastructure and investment behind them. I do see similarities there. And, with Red Bull’s expertise, in addition to the 49ers, I think that this combination could turn us into a very progressive Premier League club.
When you think about relative success that has come the way of organisations that Red Bull have committed themselves to, it does make sense that the foundations can be laid with us for a similar level.
Commercially Red Bull can certainly help and the organisation’s expertise could well be an upgrade on the 49er’s there – particularly from a marketing element. It will also be interesting that if they are involved in any expansion plan of our stadium (from an investment standpoint), whether it becomes known as the ‘Red Bull Stadium’ potentially.
I honestly don’t know how I’d feel about that. I think Arsenal and Manchester City fans have come around regarding the naming rights associated with their stadiums from sponsors and I think it would kind of bring us into the 21st century a bit more if the same thing happened to us. Though, I’ve heard nothing as yet though.
Of course, players will be the biggest benefit from this affiliation, if there is going to be one. As I mentioned about the feeder domino effect in Europe, it could turn out that we become part of it and from Germany, a future star ends up at Leeds.
Afterall, a number of Premier League clubs have been destinations of a number of RB Leipzig players over the years – the latest, Dominik Szoboszlai is smashing it at Liverpool right now. Anyway, I’ve given my two cents about this – I guess all we can do now is wait and see.
