The English Football League (EFL) Championship team, Leeds United FC have announced a multi-year partnership with the energy drink giant, Red Bull.
The agreement sees the energy drink become the official front-of-shirt sponsor of the men’s and women’s teams, starting with the upcoming 2024/25 season.
The partnership extends beyond traditional sponsorship, with the leading energy drink acquiring a minority ownership stake in the club.
Red Bull’s branding will be prominently displayed on the front of the Whites jerseys for both the men’s and women’s teams. Additionally, the brand secures exclusive rights as the club’s energy drink partner, with its branding visible within Elland Road stadium and during official club media appearances.
Paraag Marathe, Chairman of Leeds United, said, “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. 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.”
Oliver Mintzlaff, Red Bull CEO Corporate Projects and Investments, 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. The ambition to bring Leeds United back to the Premier League and establish themselves in the best football league in the world fits very well with Red Bull. We look forward to the partnership and are optimistic and energized about the future.”
In addition to the financial windfall, the deal is expected to bring a wealth of experience and expertise to the club. The new investors have a proven track record of success in the sports industry, and their involvement could lead to improved scouting, player development, and overall business operations. This could be a major boost for Leeds’ quest for promotion and future success in the Premier League.
Red Bull is the world’s leading energy drink, known for its signature blue and silver can and slogan “Red Bull Gives You Wings.” Owned by the Austrian company Red Bull GmbH, it boasts a whopping 43% market share. The drink’s recipe includes caffeine, taurine, and B vitamins, and is targeted at athletes, students, and busy professionals seeking a boost.
Beyond the beverage, the performance enhancer is a major player in the sports world. The entity sponsors athletes and teams across various disciplines, from Formula 1 racing with Oracle Red Bull Racing to football clubs like RB Leipzig. The brand owns several teams outright and hosts its extreme sports events. This involvement in sports has become a key part of the Red Bull brand identity.