Red Bull, which holds a minority stake in Leeds United, are expanding its influence in English football. This month, it added more clubs to its list of commercial affiliations.
Earlier this month, Newcastle United revealed a partnership with Red Bull, making the company their official energy drink in a multi-year agreement.
“Attracting leading brands to Newcastle United continues to be at the forefront of our exciting commercial growth and Red Bull is a fantastic addition to our partnership family,” Newcastle United’s Chief Commercial Officer, Peter Silverstone, said.
Similarly, Everton announced this month that Red Bull will also serve as their official energy drink partner, marking another multi-year collaboration with the Toffees.
“We are excited to welcome Red Bull into our partnership portfolio and are really pleased that such a globally renowned and innovative brand has chosen to partner with Everton,” Richard Kenyon, Everton’s Chief Commercial and Communications Officer, said
The addition of these two Premier League sides already grows the company’s sponsorship file, which also includes West Ham United, Nottingham Forest, and Crystal Palace.
Red Bull’s growing sponsors shouldn’t worry Leeds fans
49ers Enterprises are the majority owner of Leeds, led by chairman Paraag Marathe and a group of investors. Earlier this year, Red Bull acquired a substantial minority stake in the club and also signed a lucrative shirt sponsorship deal as part of the investment.
In an interview with Football Insider, Everton’s former chief, Keith Wyness, reassured Leeds supporters that they shouldn’t worry about Red Bull’s focus after the company announced partnerships with several top-flight clubs.
“There’ll be no concern at Leeds,” Wyness said. “With Leeds, Red Bull have got equity in the club – so it’s different to being a sponsor. I think they’ve got a big interest in Leeds and the club are pushing ahead with the stadium plans, which shows their ambition.
“We all know Leeds are a massive club and they deserve that new stadium. Elland Road has passed it’s sell-by date for many reasons. Red Bull are big in football, it’s something which has worked for them. They’re a big player and they’re just trying to protect their market share by sponsoring these other clubs in the football market.”
