Red Bull buys minority stake in Leeds United and takes over shirt sponsorship

30 May – Leeds United announced that Red Bull had acquired a minority stake in the club and would also become their front-of-the-shirt sponsor in a multi-year deal.

No value was given for the share purchase.

The energy drink giant already owns RB Leipzig in the German Bundesliga, Austrian club Red Bull Salzburg, MLS team New York Red Bulls and Red Bull Bragantino in Brazil.

Beyond football, Red Bull has invested in ice hockey, extreme sports, motor sports and two Formula 1 teams, with Red Bull Racing currently holding the drivers’ and constructors’ titles.

The move marks the first major move in English football by Red Bull, who could look to invest further if Leeds’ minority ownership shows promise.

“The addition of Red Bull is a historic milestone that will empower the club to reach its full competitive potential,” said Leeds chairman Paraag Marathe.

Unlike the other clubs in the Red Bull portfolio, the Leeds United name and logo will remain unchanged, the club announced.

Leeds has been owned by 49ers Enterprises – the investment arm of NFL franchise San Francisco 49ers – since last summer, following the completion of a £170m sale by Andrea Radrizzani’s Aser Ventures.

In addition, actors Russell Crowe and Will Ferrell own stakes in the club, and the group of shareholders includes several US sports stars, including golfers Jordan Spieth and Justin Thomas.

“The ambition to bring Leeds United back to the Premier League and establish itself in the best football league in the world is a great fit for Red Bull,” said Oliver Mintzlaff, the company’s CEO of Corporate Projects and Investments.

The investment follows Marathe’s comments on Sunday, where he did not rule out the possibility of player sales following the Championship play-off final defeat to Southampton.

“We have the funds we need to do what we need to do, but there will have to be some compromises because of (profit and sustainability rules),” Marathe said.

Condemned to another season in the Championship with financial problems already underway, the investment and sponsorship will help fuel a title run next campaign.

Contact the writer of this story, Harry Ewing, at moc.l1717088701labto1717088701ofdlr1717088701owed1717088701sni@g1717088701wee.1717088701yurrah1717088701