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News from the US shows how Leeds co-owners Red Bull could change Elland Road
The latest news from the United States could provide a template for what Red Bull could do to Leeds United’s historic home ground, Elland Road.
Red Bull acquired a minority stake in Leeds earlier this summer.
Although the terms of the deal have not been announced, the Austrian energy drinks company have been characteristically unafraid to make their presence known in West Yorkshire so far.
They have signed a deal believed to be worth around £8m per season to be Leeds front-of-shirt sponsor, with that deal being the biggest in EFL history.
That deal has caused controversy among some sections of the Elland Road faithful due to the colour red being used on Leeds‘ shirt, because of its associations with rivals Man United.
Red Bull have also launched a series of content and publicity initiatives with the aim of creating more brand synergy between themselves and Leeds.
Leeds were promised when the deal went through that there would be no changes to the club name or colours.
But that does not mean that they will be inconspicuous at Elland Road, and developments across the pond illustrate what the future could hold for Leeds under Red Bull.
Leeds’ co-owners Red Bull make mark at New York stadium
Leeds are now the fifth club in the Red Bull network.
As relayed by industry publication , the company have made the latest changes to the stadium of their outpost in the US, Red Bull New York.
Red Bull New York play in the 25,000-seater Red Bull Arena, where the owners have just introduced a new premium tier of hospitality seats, the Box Seats.
These areas of the stadium, which are heavily Red Bull-branded, will have a private entrance, in-seat service and a number of other perks.
With Leeds on course to expand their own stadium in the not-too-distant future, it is very conceivable that a similar emphasis on lucrative hospitality seating could also be implemented.
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TBR Analysis: How much could Leeds earn at expanded Elland Road?
Leeds recently bought back Elland Road from previous owner Andrea Radrizzani.
Significantly, this will allow them to reopen plans to expand the ground from 37,890 to beyond 50,000.
Analysis conducted by this site shows that, based on their £29.9m matchday income in 2022-23, Leeds could earn £39.4m from a 50,000-seater Elland Road.
This is a crude calculation, however. In reality, the true figure would likely be higher owing to increased emphasis on hospitality and a greater proportion of matchday as opposed to season tickets.