Red Bull, which holds a minority stake in Leeds United, continues to expand its influence in English football, adding more clubs to its list of commercial partners. This week, Newcastle United and Everton both announced new partnerships with the Austrian energy drink giant.
Newcastle United unveiled their multi-year agreement with Red Bull, making the company their official energy drink partner. The deal is seen as a significant step in the club’s commercial expansion.
Peter Silverstone, Newcastle United’s Chief Commercial Officer, said, “Attracting leading brands to Newcastle United continues to be at the forefront of our exciting commercial growth, and Red Bull is a fantastic addition to our partnership family.
“This partnership with Red Bull recognises the exciting journey that Newcastle United is on, with our ever-growing digital presence and increased international television audience of 62% in the last 12 months.
“Red Bull has an unrivalled passion for engaging with sports fans around the world, through culturally relevant partnerships and unique events. The club’s global appeal and strong supporter base will continue to establish Red Bull as a market leader in the UK, USA, Middle East, and throughout Europe.”
Just days after Newcastle’s announcement, Everton followed suit by revealing their own partnership with Red Bull. The Toffees confirmed on Friday that the energy drink company had signed a multi-year deal to become the club’s official energy drink partner.
Everton’s Chief Commercial and Communications Officer, Richard Kenyon, expressed his excitement about the deal: “We are excited to welcome Red Bull into our partnership portfolio and are really pleased that such a globally renowned and innovative brand has chosen to partner with Everton.
“By committing to a long-term partnership, we have the opportunity to work together to explore exciting initiatives and activations, particularly from when we move into our new stadium next summer.
“This agreement is the latest the club has secured in recent months and is testament to the dedication and talent within our Partnerships team.”
Leeds United, which is primarily owned by 49ers Enterprises, led by chairman Paraag Marathe, also counts Red Bull as a key investor.
Earlier this year, Red Bull acquired a significant minority stake in the Yorkshire club, along with securing a major shirt sponsorship deal, marking a further step in their growing involvement in English football.