Global soft drinks giant Red Bull has signed a deal to buy a minority stake in Leeds United and become the English club's shirt sponsor next season.
The multinational company, which runs a number of football teams around the world as well as a strong F1 operation, is set to conclude an investment that will see it join Leeds' existing ownership group.
United are run by 49ers Enterprises, the private equity arm of NFL franchise San Francisco 49ers, which entered Elland Road as a minority investor in 2018 and took full control from Andrea Radrizzani last summer.
The 49ers Foundation is made up of numerous organizations and individuals, with the 49ers themselves bearing the overall responsibility, and other organizations also financially involved at various levels.
Earlier this month it was revealed that Hollywood actor Will Ferrell was the latest high-profile name to add to Elland Road's investor list.
Sources I spoke to Athletic The source, who spoke on condition of anonymity, said negotiations between 49ers Enterprises and Red Bull have been ongoing for some time and are poised for a successful close that would result in the company securing an equity stake in United.
“We are delighted that Red Bull will be joining us in building a bright future for Leeds United and share our deep respect for this truly special club,” Leeds chairman Parag Marathe said of the agreement.
Marathe described the deal as “a historic milestone that will further empower the club to maximise its competitive position.”
The deal will be implemented despite Leeds' defeat in Sunday's Championship play-off final, when the club missed out on promotion to the Premier League after losing 1-0 to Southampton at Wembley Stadium.
Red Bull has already made a strong mark on the world of football (Hans Peter Lottermoser/SEPA.Media/Getty Images)
Red Bull are also set to replace existing shirt sponsor BOXT and the deal would significantly increase the value of their existing contract.
Oliver Mintzlaff, Red Bull's CEO of corporate projects and investments, said the company's ambition was to “return Leeds to the Premier League” and “establish itself in the best football league in the world”.
The company has been rumoured to have a keen eye for a stake in Leeds before, most recently at the end of 2014 when Massimo Cellino was the club's owner, but no investment was made at that stage.
Red Bull's presence in football has long been a source of controversy due to the club's history of rebranding teams within the multi-club group, which includes Germany's RB Leipzig and Austrian team Red Bull Salzburg.
Athletic Red Bull will not take a seat on the Leeds board as part of the share buyout and it has been reported that there is no discussion about any changes to the club's name, kit colours or stadium name.
The 49ers have continued to expand their pool of investors since completing a bid to buy United outright at the end of the 2022-23 season.
Leeds Athletic.
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(Photo above: Visionhaus)
