Global soft drinks giant Red Bull has struck a deal to purchase a minority stake in Leeds United — and will sponsor the English club’s shirts next season.
The multi-national, which controls a large stable of football teams worldwide alongside its powerful Formula One operation, is set to seal an investment which will see it join Leeds’ existing ownership group.
United are run by 49ers Enterprises, the private equity arm of the San Francisco 49ers NFL franchise which arrived at Elland Road as minority shareholder in 2018 before purchasing 100 per cent control from Andrea Radrizzani last summer.
The 49ers’ fund is made up of numerous parties and individuals, with the 49ers themselves in overall charge and others committed to differing 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 who spoke to The Athletic on condition of anonymity said talks between 49ers Enterprises and Red Bull had been on-going for some time and were poised to close successfully, resulting in the firm securing a stake in United.
“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,” Leeds chairman Paraag Marathe said of the agreement.
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 fell short of promotion to the Premier League after losing 1-0 to Southampton at Wembley Stadium.
Red Bull already have a strong footprint in football (Hans Peter Lottermoser/SEPA.Media /Getty Images)
Red Bull is also poised to replace existing shirt sponsor BOXT, an agreement which would represent a significant increase on the value of the existing contract.
Red Bull’s CEO of corporate projects and investments, Oliver Mintzlaff, said their ambition was to “bring Leeds back to the Premier League” and “establish themselves in the best football league in the world.”
The company has been credibly linked with an equity purchase in Leeds before, most strongly during Massimo Cellino’s time as club owner towards the end of 2014. No investment was forthcoming at that stage, however.
Red Bull’s presence in football has long been a source of controversy, owing to their history of rebranding teams in their multi-club group, like German side RB Leipzig and Austrian team Red Bull Salzburg.
The Athletic has been told that Red Bull will not be given a seat on Leeds’ board as part of its share acquisition, and that changing the club’s name, shirt colour or stadium name will not be open to discussion in any respect.
The 49ers have been expanding their pool of investors ever since their bid to take over United outright 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 full-on first season, 49ers’ influence and what now?
(Top photo: Visionhaus)
Olivia Martin is a dedicated sports journalist based in the UK. With a passion for various athletic disciplines, she covers everything from major league championships to local sports events, delivering up-to-the-minute updates and in-depth analysis.
