Red Bull’s Leeds United deal ‘probably the biggest in EFL history’

Football financial expert Dan Plumley has hailed Leeds United for striking a “truly significant” investment deal with Red Bull. The Whites announced a “multi-year” partnership with the soft drinks giants last week.

Red Bull have acquired a minority stake in the Championship club and the move will see them be United’s main shirt sponsor in the 2024/25 season. He was described in some quarters as “the best ever seen in the EFL”.

When asked about the deal, Plumley told MOT Leeds News: “It’s the big picture, isn’t it? It’s an interesting moment given the play-off loss, but it also shows the value and strength Leeds have achieved despite this, as it was probably a deal that was going to be done anyway.

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“When you look at it, I haven’t seen the numbers, but in terms of the stakes and the sponsorship deal, it’s probably the biggest in the history of the EFL.

“It will certainly exceed the current shirt sponsorship deal that Leeds have, so it will provide a significant increase in revenue. It will provide a significant commercial boost. It will provide significant leverage going forward and we know the power of the Red Bull branding in football and potentially what it can bring from a commercial and networking perspective.

“So it’s a really significant deal and it’s a testament to the ownership and the way Leeds United want to run their business going forward. In my opinion, it’s a very good deal.”

Kieran Maguire also had his say on the link between United and Red Bull. “I think it’s quite an important deal because it reflects the size and stature of Leeds United in the football environment,” the football finance expert told Football Insider. “A global brand like Red Bull would not get involved with a club unless they felt there were future opportunities.

“So while the initial equity investment probably won’t be tens and tens of millions, it will provide a cash flow benefit over the summer. This will go a long way in helping the club meet its ongoing financial obligations.

“It will all be part of Red Bull’s multi-club plan in football, so there could be benefits in terms of knowledge sharing between clubs.”