Red Bull’s Footballing Empire

In a decade where billionaires are buying football clubs and providing an endless supply of money in the hope of footballing and commercial success. Many of those clubs have been left in the ditch by aforementioned owners but a new business model is cropping up which not only provides cash injections but sustainability as well. The Red Bull Empire.

Red Bulls football teams:

Red Bull Salzburg, Red Bull’s first football venture

The globally known energy drink started their venture into football by purchasing SV Austria Salzburg on 6th April 2005 and would subsequently change their name to Red Bull Salzburg, a move which sparked lots of criticism in Austria and the footballing world. To ensure Salzburg’s dominance in Austrian football they also purchased FC Liefering as a feeder club. Once, Red Bull had the taste of football they moved out of their home country and set their sights across the pond onto the marketing capital of the world – New York.

In March 2006, Mateschitz purchased Metro Stars and began the complete revamp of the New York football team’s identity. The purchase of the MLS side generated more popularity than the local purchase of Salzburg and this move by Red Bull owner Dietrich Mateschitz showed he wasn’t afraid of making risky moves for the commercial expansion of Red Bull. It took a while for the New York project to come into fruition but the marquee signing of Thierry Henry in 2010 turned attentions to the MLS and the New York Red Bulls.

After having set up Red Bull football teams on either side of the pond, Mateschitz then expanded out to South America with eyes on creating a new club. Red Bull Brasil was founded on 19 November 2007. After failing to succeed their initial goal of reaching the Serie A in 10 years, a new plan of action for Red Bull was proposed. They merged Red Bull Brasil with Clube Atletico Bragantino in March 2019 which would be known as Red Bull Bragantino. They’re aiming to finally reach the Seria A by 2020 in the hopes of playing top tier Brazilian football in a newly-built stadium.

By 2009, Red Bull owned the rights to football clubs in Austria, America and Brazil but Mateschitz still wanted more. In June of that year, the rights of fifth division German club SVV Makranstadt were purchased. Once again, a total club revamp was undertaken and since the purchase, they have been known as RB Leipzig. Due to DFB rules stating no corporate name can be featured in the club name, Red Bull opted for Rasenball Sport, translating to Lawn Ball sports, but it meant they could keep the initials of Red Bull. Mateschitz’s ambition has never floundered, the target was to reach one of Europe’s top five leagues (Bundesliga) within eight years. They won four promotions in seven seasons achieving top-flight football for the 2016-17 season where they would secure a place in the Champions League group stage – Red Bull would finally be on Europe’s biggest stage.

Red Bulls franchise faces: The name Red Bull draws in media attention, but for their football teams to cause a spike in the interest they needed a figurehead for each of their clubs.

Red Bull’s first franchise face

Thierry Henry, signed in 2010, largely represented New York Red Bulls for his four seasons in the big apple. At the time when footballing legends were gravitating towards the MLS, Henry provided star power competition for LA Galaxy’s David Beckham. Unfortunately, Henry did not live up to his reputation on the pitch and he failed to win a title with the Red Bulls. Nonetheless, he still carried the commercial flag for New York in its infancy.

Due to their on the field success, Leipzig is now littered with quality players and one is hard to choose from. Yussuf Poulsen is the club’s record appearance holder after joining in 2013, but to give the nod to one standout player for Leipzig… it would be Timo Werner. At just 23 years of age, the German international is spearheading the club’s future. 78 goals in 134 appearances for Leipzig is quickly making him a name on Europe’s biggest clubs as a summer signing target. If Leipzig can keep hold of the German wonderkid who knows how far he can take them.

From one wonderkid to another, Red Bull seem to have this youth system cracked down. Salzburg has unearthed a gem in Norwegian striker Erling Haaland. Joining from Molde in January of 2019 the youngster has gone from strength to strength. His first full season at Salzburg has been nothing but incredible so far. Scoring 28 goals in 25 games has got the world’s footballing media talking about the baby-faced striker from Bryne in Norway. His 8 goals in just 5 Champions League games is what has got the world watching. The sky is the limit for Haaland the question is can he keep up this form and transfer himself into a future Ballon d’Or winner all with the famous two bulls on his chest.

What’s next for Red Bull’s empire?

Who will be next to join these?

Back in April of 2015, they were linked with a takeover of Leeds United which would have stunned the footballing world if it went through. However, they pulled out of the deal due to a UEFA rule which prohibits clubs from entering the same European competition with the same owner. That will likely put a stop to Red Bull expanding their European adventure but who is to say they cannot extend a wing out to Asia, Africa or Oceania. Africa, however, is unlikely due to their failed conquest of Red Bull Ghana back in 2008 which later ended in 2014.

Wherever Red Bull chooses to venture next, no doubt it will be a success. They have built a worldwide footballing dynasty generating youth prospects and establishing Red Bull as a footballing conglomerate. It is safe to say that not only does Red Bull give you wings but successful football clubs.

Taylor Toney-Green

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