- Leeds are run by 49ers Enterprises, the private equity arm 49ers NFL franchise
- The deal with Red Bull will still go ahead despite their play-off defeat
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Leeds United insist they will not change their name or badge despite Red Bull buying a minority stake in the club and becoming their new shirt sponsors.
Leeds announced a multi-year agreement with the energy drink giants on Thursday, which chairman Paraag Marathe described as the ‘largest sponsorship deal in the history of the EFL’ in an email to staff, seen by Mail Sport.
Red Bull currently own RB Leipzig in Germany, Red Bull Salzburg in Austria, as well as MLS side New York Red Bulls and Red Bull Bragantino in Brazil, and this is their first venture into English football.
However, Leeds have moved to ease fan fears over what Red Bull’s investment might mean for their own identity, insisting that ‘the name and logo of Leeds United Football Club will remain unchanged’.
Leeds will ditch current sponsor BOXT as part of the new agreement with Red Bull
News of the Red Bull deal comes just four days after Daniel Farke’s side failed to return to the Premier League at the first attempt, losing 1-0 to Southampton in the Championship play-off final.
The Whites are expected to have to sell some of their stars this summer to raise further funds, with Marathe admitting earlier this week that ‘there will need to be some trade-offs because of profit and sustainability rules’.
On the Red Bull deal, Marathe said: ‘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.
‘As chairman, our consortium of investment partners will be invaluable to me as we approach this important moment for the club, now and into the future.
‘Red Bull’s addition is a historic milestone that will further empower the club to reach its full competitive potential.’
Oliver Mintzlaff, Red Bull’s CEO of corporate projects and investments, added: ‘We are delighted to be an important element and partner of Leeds United. A club that is certainly one of the biggest in England and has a rich and successful history.
‘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.’
Leeds have been owned by 49ers Enterprises – the investment arm of NFL franchise the San Francisco 49ers – since last summer. They have a number of minority shareholders, including Hollywood actors Russell Crowe and Will Ferrell and US golfers Jordan Spieth and Justin Thomas.
Red Bull will also only own a minority stake but fans fear it could pave the way for a full takeover in the future, which could lead to the club being rebranded.
The drinks company have a large portfolio in the world of sport which includes a host of affiliated and owned football clubs. (Pictured: Bundesliga side RB Leipzig)
Speaking on popular Leeds podcast The Square Ball, host Dan Moylan said: ‘They are a vampire on football clubs.
‘What they did in Austria worries me a great deal and will fuel any scepticism from a fans’ point of view about what they could potentially do with Leeds, if in the long term a minority stake turns into ownership.
‘What if it’s Red Bull Leeds? For me, that would be the line. Personally, I would fight it every step of the way and if they got their way, I’d be done with it.’
Co-host Michael Normanton added: ‘I want them nowhere near us. We know what they do. Their whole business model is to take over a club and put some bulls on the badge.
‘They want a foot in the door as a way to ultimately taking over. There is no precedent of them doing anything else. I’m not in for supporting Red Bull Leeds.’
