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Fans will be happy with new Red Bull off-pitch decision as Leeds to break £25m mark
Supporters were naturally sceptical when new broke that Red Bull were set to invest in Leeds, but the group’s latest decision will earn plaudits from fans.
Red Bull agreed a deal with 49ers Enterprises earlier this summer to take a minority stake in Leeds, with the exact structure of the agreement not yet public.
The Austrian energy drinks giants are known for their bombastic marketing style which, in football, has led them rename clubs in their ownership portfolio to include the ‘Red Bull’ brand prefix.
However, assurances were given that Leeds would retain their own unique identity, reflecting their status as one of Europe’s most followed clubs.
The group will not be an inconspicuous presence at Elland Road, however.
Red Bull have agreed a front-of-shirt deal with Leeds expected to be worth £8m per season, potentially rising to £10m if they win promotion next term.
Some fans objected to the colour of Red Bull’s logo being used on Leeds‘ new home shirts because of its associations with arch rivals Man United.
But those supporters will have no such issue with the new away shirt for 2024-25.
Leeds to break £25m commercial barrier; transfer benefits to follow
Earlier this week, Leeds and kit manufacturer Adidas appeared to tease their away for the new season with a number of billboards around the city.
Now, as relayed by , fans hopes of a retro-crested yellow away kit appear to have been confirmed.
What’s more the ‘leaked’ images of the new design show that Red Bull’s logo will be displayed in blue, not red.
It is only a subtle difference but one which will no doubt be welcomed by fans.
Leeds earned £24m through merchandise sales alone in the last financial year, and the positive reception of the new away kit will see them surpass that total again in 2024-25.
- READ MORE LEEDS FINANCE NEWS: Major behind-the-scenes change at Leeds could unlock £40m PSR boost
TBR Analysis: Why did Red Bull invest in Leeds?
Even outside the top flight, Leeds generate more commercial income than most Premier League clubs.
They also have scope to significantly improve an already impressive matchday income stream with plans to expand Elland Road, which could be worth £40m per season.
Both of these developments are emblematic of why Red Bull have chosen to invest in Leeds.
Rather than generating a return on their investment any time soon, they likely want to capitalise on the club’s immense following – both domestically and around the world.
That is in contrast to most investors of Championship clubs, who see their investment as a capital appreciation project that they can flip for a profit further down the line.