Red Bull buys a stake in Leeds United, to be shirt sponsor next season

Global soft drinks giant Red Bull has struck a deal to acquire a minority stake in Leeds United – and will sponsor the English club’s shirts next season.

The multinational, which controls a large stable of football teams around the world alongside its powerful Formula One operation, is set to complete an investment that will see it join Leeds’ existing ownership group.

United is run by 49ers Enterprises, the private equity arm of the San Francisco-based NFL franchise 49ers, which arrived at Elland Road as a minority shareholder in 2018 before buying 100% control from Andrea Radrizzani last summer.

The 49ers fund is made up of numerous parties and individuals, with the 49ers themselves in charge and others involved at various levels financially.

Earlier this month, it was revealed that Hollywood actor Will Ferrell was the latest high-profile figure to add his name to the list of Elland Road investors.

Sources they spoke to The Athletic said on condition of anonymity that talks between 49ers Enterprises and Red Bull had been ongoing for some time and were on track to successfully close, leading to securing a stake in United.

“I am delighted that Red Bull is joining us to build a bright future for Leeds United and share our deep respect for this truly special club,” Leeds chairman Paraag Marathe said of the deal.

Marathe described the deal as “a historic milestone that will further empower the club to reach its full competitive potential”.

The deal will go ahead despite Leeds’ defeat in Sunday’s Championship play-off final. The club failed to gain promotion to the Premier League after losing 1-0 to Southampton at Wembley Stadium.

Red Bull already has a strong footprint in football (Hans Peter Lottermoser/SEPA.Media/Getty Images)

Red Bull is also set to replace current shirt sponsor BOXT, a deal that would represent a significant increase in the value of the existing contract.

Red Bull’s CEO of Corporate Projects and Investments Oliver Mintzlaff said their ambition is to “bring Leeds back into the Premier League” and “establish themselves in the best football league in the world”.

The company has also been credibly linked with a stake in Leeds, most strongly during Massimo Cellino’s time as club owner towards the end of 2014. However, no investment took place at that stage.

Red Bull’s presence in football has long been a source of controversy due to their history of rebranding teams in their multi-club group, such as German side RB Leipzig and Austrian side Red Bull Salzburg.

The Athletic he was told that Red Bull would not receive a Leeds board seat as part of its share purchase and that changing the club’s name, shirt color or stadium name would not be in question in any way.

The 49ers have been expanding their pool of investors ever since their takeover bid for United was completed at the end of the 2022-23 season.

Leeds declined to comment when contacted by The Athletic.

GO DEEPER

How Leeds United fell short: Farke’s first full season, 49ers influence and what now?

(Top photo: Visionhaus)