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Red Bull buy stake in Leeds United, but club’s name won’t change

Energy drinks giant will take over as Whites shirt sponsor next season

Leeds United

Leeds United have announced that Red Bull has bought a minority stake in the club and will take over as shirt sponsors from next season.

The club’s name, club logo and the name of Elland Road will not be affected by the deal, however, unlike those of RB Leipzig in Germany, Red Bull Salzburg in Austria and MLS side New York Red Bulls.

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

“I am thrilled Red Bull is joining us to build a bright future for Leeds and shares our deep respect for this truly special club.”

The energy drink giant is also invested in Austrian Division Two side FC Liefering and Red Bull Bragantino in Brazil as well as two Formula 1 teams, other motorsports, extreme sports and ice hockey.

Leeds were taken over last summer in a £170m deal by 49ers Enterprises – the investment arm of the NFL’s San Francisco 49ers

Hollywood stars Will Ferrell and Russell Crowe already own stakes in the club while Major-winning golfers Jordan Spieth and Justin Thomas are among other big names to hold shares.

“The ambition to bring Leeds United back to the Premier League and establish themselves in the best football league in the world fits very well with Red Bull,” said Oliver Mintzlaff, Red Bull’s CEO of corporate projects and investments, who said the club was ‘certainly one of the biggest in England.’

“We look forward to the partnership and are optimistic and energised about the future.”

Leeds were edged out by Southampton in Sunday’s Championship play-off final, billed as the most valuable game in football, and face a second season in the second tier.

A Leeds statement said: “The deal brings in new commercial revenues as well as additional capital investment for a minority ownership stake that will further enable the club to compete on and off the pitch as the club seek promotion next season.”

Picture of Alex Hoad

Alex Hoad

Alex has more than 15 years' experience in sports journalism and has reported on multiple Olympics, World Cups and European Championships in additional to Champions League, Europa League and domestic football.