Interview: Giving wings to Red Bull’s sporting empire

9 November 2020

Red Bull
Photo: PA Images Players from Red Bull Leipzig celebrating a goal against Freiburg in the German Bundesliga.

Fascinating new book chronicles Red Bull’s adventures in football.

Author says that Red Bull’s template for success can be replicated by other sponsors.

“Red Bull constantly deny links between their football ambitions and energy drink ventures, but in a way, you get the feeling it's woven into each of their clubs.”

James Corbett corbett@offthepitch.com

The author of a new book chronicling Red Bull’s involvement in football says that the company’s template for success “can definitely be replicated” by other sponsors seeking to make a name for themselves.

The energy drinks manufacturer now has top flight clubs in Germany, Brazil, USA and Austria, with RB Leipzig and RB Salzburg both competing in this year’s Champions League group stage.

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