Admired for their ability to develop raw talent into world-class players - but still Red Bull are among the most hated clubs in Europe. Is it fair?

7 January 2020

Red Bull
Photo: Getty Images Erling Haaland and Dominik Szoboszlai from Red Bull Salzburg celebrates the victory after the tipico Bundesliga match between FC Red Bull Salzburg and SK Rapid Wien at Red Bull Arena on October 27, 2019 in Salzburg, Austria.

They just did it again. Last week the Haaland transfer from Red Bull Salzburg to Dortmund showed everyone that it was not a coincidence the Red Bull machine also moved Mané, Keita and Kimmich on to bigger addresses.

Despite their proven ability to build up academies and a style of play that develops young footballers into Champions League material, the Red Bull teams are still hated among supporters of most other clubs.

Taking a closer look, uncovers the story of how Red Bull built a football empire and found an owner who couldn't care less what other people think.

Svend Bertil Frandsen

With five teams on four continents and two clubs doing extremely well in the UEFA Champions League, Red Bull, the energy drink manufacturer established in 1987, has established a global football empire, and did so in record time.

But while the general idea of the company's football venture was to raise the PR value and awareness of the energy drink, its global success on the pitch has come at a high price.

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