English Championship side Leeds United FC announced Thursday that Red Bull has taken a minority ownership stake in the club, as well as taking over as their front-of-shirt sponsor starting next season.
The energy drink brand already owns RB Leipzig in Germany’s Bundesliga, Austrian side Red Bull Salzburg and MLS side New York Red Bulls, as well as Red Bull Bragantino in Brazil.
Unlike the other clubs in the company’s stable of football teams, however, the name and logo of Leeds United will remain unchanged, the club said.
Leeds have been owned by 49ers Enterprises – the investment arm of NFL franchise the San Francisco 49ers – since last summer, when they completed a £170m takeover deal.
Actors Russell Crowe and Will Ferrell both own stakes in the club while their shareholders include a number of US sports stars, including golfers Jordan Spieth and Justin Thomas.
Beginning in the 2024/2025 season, Leeds United will feature Red Bull branding on the front of Leeds United men’s and women’s first team kits. Red Bull will also become the club’s Exclusive Energy Drink Partner with branding featured inside Elland Road and during the club’s official media appearances.
“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,” said Paraag Marathe, chairman of Leeds United. “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.”
“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,” said Oliver Mintzlaff, Red Bull CEO Corporate Projects and Investments.
The deal brings in new commercial revenues as well as additional capital investment for a minority ownership stake that will further enable the club to compete on and off the pitch as the club seek promotion next season. The name and logo of Leeds United Football Club will remain unchanged.
Red Bull have also invested in ice hockey, extreme sports, motorsports and two teams in Formula 1, with Red Bull Racing currently holding both the drivers’ and constructors’ titles in the sport.
