Red Bull historically have been unafraid of making controversial decisions in football and, six months into their time at Elland Road, that has been the same at Leeds United.
The company, who are a brand marketing firm as much as they are an energy drinks company, pledged not to change Leeds’ badge or club name after they bought a significant equity stake in May this year.
However, they have by no means been an inconspicuous presence at Elland Road.
As well as a number of marketing stunts and signage at the stadium, Red Bull have also become Leeds’ front-of-shirt sponsor in a deal that is believed to represent a Championship record.
Leeds’ rivalry with Man United and their associations with the colour red naturally turned some fans off Red Bull’s branding being used on the shirt.
They have also ruffled some feathers, albeit indirectly, by sponsoring a flurry of Premier League clubs.
In other words, they are funding sides who will be their direct rivals if Leeds are promoted this season. While not unprecedented, that is certainly an unusual dynamic in English football.
Elsewhere, Red Bull have hired Jurgen Klopp as their new head of global football, sparking fury among fanbases of his former clubs, where he has previously expressed disdain for the multi-club model.
And it looks like Red Bull are now set to cast their net even wider in the football market.
Leeds investors Red Bull expanding their network
Red Bull’s network now encompasses seven clubs in total, with Japanese outfit Omiya Ardija becoming the latest name added to the stable in August.
However, there have been a number of signals recently that Red Bull’s masterplan is to continue aggressively expand their portfolio.
Every club Red Bull have a stake in
- Leeds United
- RB Leipzig
- Red Bull Salzburg
- New York Red Bulls
- Red Bull Bragantino
- FC Liefering GmbH
- Omiya Ardija
Red Bull are set to buy a stake in Ligue 2 side Paris FC alongside one of the world’s richest men in Bernard Arnault.
Red Bull have also been linked with Serie A outfit Torino by the Italian press for several months now.
In a new development French outlet Footmercato is now reporting that Red Bull are also interested in fellow Serie A side Genoa.
A Milan-based law firm and JP Morgan, one of the world’s most powerful financial institutions, have confirmed that Serie A is a key target market for Red Bull going forward.
The Red Bull network: A glass ceiling on Leeds United’s ambitions?
Red Bull’s stake in Leeds United is not yet known, with the only detail in the public domain being that it is a ‘significant minority stake’.
Reports in Germany have suggested they control about 10 per cent of the club’s equity, although the reliability of those stories is not known.
In any case, Red Bull’s involvement with a growing number of clubs around the globe could cause issues for Leeds further down the line.
More specifically, it is Red Bull’s involvement with other European clubs that could cause a real jam.
Under UEFA’s conflict of interest rules dictate that two clubs cannot compete in the same competition if an individual or group has a shared interest in both.
Red Bull have previously got around this issue in the past via a blind trust arrangement, but UEFA have since clamped down on multi-club networks in general and would not be as lenient in future.
Indeed, Man City and Man United were given permission to play alongside sister clubs Girona and Nice in the Champions League and Europa League this season, but that is a temporary reprieve only.
From next season, UEFA will be more stringent in an effort to loosen the tightening Ven diagram in terms of shared ownership in European football.
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