In May 2024, it was announced that energy drink manufacturer Red Bull would be purchasing a minority stake in Championship side Leeds United. The Austrian company also became the main front-of-shirt sponsor of the West Yorkshire club from 2024/25, which sparked controversy in a first-of-a-kind deal in English football.
But how did an energy drinks company become associated with such a traditionally decorated English club?
From energy drink to sports magnate
Red Bull has been a juggernaut in the energy drink market for years. In 2023, Red Bull sold more than 12 billion cans worldwide. Yet, it is their expansion into ventures outside of beverages that have made it into a mammoth brand. Founder Dietrich Mateschitz expanded his vision for Red Bull outside of his homeland Austria. Consequently, the trajectory of the brand has only been upwards. The company’s vision in the 1990s started with more unorthodox and extreme sports. For example, Red Bull focused on skateboarding, BMX and skiing. Still, it was not a major player in mainstream sports.
Fast forward to 2005, and the first imprint in mainstream sport that Red Bull had was in motorsports. The birth of Red Bull Racing was a significant step in their sporting venture as Red Bull tasted success for the first time in 2010 with Sebastian Vettel and Mark Webber. In that same year, Red Bull started their empire in the football world by purchasing Austria Salzburg. It almost feels odd to call them that. Such is the power of synergy and marketing that Red Bull Salzburg almost feels more natural.
Red Bull enters soccer world in the USA
In 2006, MetroStars was purchased and rebranded to New York Red Bulls during one of the soccer booms in the United States. David Beckham’s move to the Los Angeles Galaxy one year later helped put the New York Red Bulls into a greater spotlight. The most famous footballer to don the shirt a few years later was Thierry Henry. He highlighted the success of the…
Source link : https://worldsoccertalk.com/uncategorized/true-impact-of-the-deal-between-red-bull-and-leeds-united/
Author : Abdullah Mamaniyat
Publish date : 2024-08-13 21:52:02
Copyright for syndicated content belongs to the linked Source.