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Leeds United insist they will not change their name or badge despite Red Bull buying a minority stake in the club and becoming their new shirt sponsor.
Leeds announced a multi-year deal with the energy drink giants on Thursday, which chairman Paraag Marathe described as the “biggest sponsorship deal in the history of the EFL” in an email to staff, seen by Mail Sport.
Red Bull currently owns RB Leipzig in Germany, Red Bull Salzburg in Austria, as well as MLS’ New York Red Bulls and Red Bull Bragantino in Brazil, and this is their first foray into English football.
However, Leeds have taken steps to ease fans’ fears about what Red Bull’s investment could mean for their own identity, insisting that “the name and logo of Leeds United Football Club will remain unchanged.”
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News of the deal with Red Bull comes just four days after Daniel Farke’s side failed to return to the Premier League at the first attempt, losing 1-0 to Southampton in the Championship play-off final.
The Whites are expected to have to sell some of their stars this summer to raise more funds, and Marathe admitted earlier this week that “some concessions will need to be made due to profitability and sustainability standards.”
On the deal with Red Bull, Marathe said: “I am delighted that Red Bull is joining us to build a bright future for Leeds United and share our deep respect for this truly special club.”
‘As Chairman, our consortium of investment partners will be of great value to me as we approach this important moment for the club, now and in the future.
“The incorporation of Red Bull is a historic milestone that will allow the club to reach its maximum competitive potential.”
Oliver Mintzlaff, executive director of investments and corporate projects at Red Bull, added: “We are delighted to be an important element and partner of Leeds United. A club that is undoubtedly one of the biggest in England and has a rich history and successful.
“The ambition to return Leeds United to the Premier League and establish itself in the best football league in the world fits very well with Red Bull.”
Leeds has been owned by 49ers Enterprises, the investment arm of NFL franchise the San Francisco 49ers, since last summer. They have several minority shareholders, including Hollywood actors Russell Crowe and Will Ferrell and American golfers Jordan Spieth and Justin Thomas.
Red Bull will also own only a minority stake, but fans fear this could pave the way for a full takeover in the future, which could lead to a name change for the club.
The beverage company has an extensive portfolio in the world of sports that includes a large number of its own and affiliated football clubs. (Pictured: RB Leipzig of the Bundesliga)
Speaking on popular Leeds podcast The Square Ball, host Dan Moylan said: “They are vampires at football clubs.”
“What they did in Austria worries me greatly and will fuel any skepticism from a fans’ point of view about what they could do with Leeds, if in the long term a minority stake becomes ownership.
‘What if it was Red Bull Leeds? For me that would be the line. Personally, I would fight every step of the way and if they had their way, I would end this.”
Co-host Michael Normanton added: “I don’t want them anywhere near us.” We know what they do. Their entire business model is about taking over a club and putting some bulls on the shield.
‘They want a foot in the door as a way to ultimately seize power. There is no precedent for them having done anything else. “I’m not willing to support Red Bull Leeds.”