Red Bull Cracks Open Leeds United Shirt Deal, Invests In Club
Leeds United has unveiled Red Bull as its new front of shirt and energy drink partner, in a deal that also includes investment in the club.
Red Bull will replace smart home systems installer BOXT as the Whites’ shirt sponsor from the 2024/25 season, after the Leeds-based technology company partnered with the club ahead of the 2023/24 campaign.
The deal covers Leeds’ men’s and women’s kits, with Red Bull set to receive prominent brand visibility throughout Elland Road from next season.
The minority stake acquisition sees Red Bull add to its expansive portfolio of football clubs that includes the Bundesliga’s RB Leipzig, MLS outfit New York Red Bulls, and RB Salzburg.
Despite the investment from the Austrian energy drink brand, Leeds has confirmed that the club’s name and logo will remain unchanged.
Leeds is owned by 49ers Enterprises, which completed a £170m takeover of the club in July 2023, after initially buying a 15% stake in the team in 2018, and increasing its share to 44% in 2021.
Earlier this month, Hollywood star Will Ferrell became the latest investor in the club, joining the likes of Australian actor Russell Crowe, US golfers Jordan Spieth and Justin Thomas, and NBA player Larry Nance Jr.
The arrival of Red Bull comes as Leeds eyes a return to the Premier League, where the team last played between 2020 and 2023.
Last weekend, the West Yorkshire club narrowly missed out on promotion back to the English top-flight, after losing to Southampton in the EFL Championship Play-Off final.
“We are delighted to be an important element and partner of Leeds United,” said Oliver Mintzlaff, Red Bull’s CEO of Corporate Projects and Investments.
“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.
“We look forward to the partnership and are optimistic and energised about the future.”
Paraag Marathe, Chairman of Leeds United, added, “Red Bull’s addition is a historic milestone that will further empower the club to reach its full competitive potential.”
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