Newcastle United has become the first Premier League club to partner with Austrian energy drink company Red Bull.
As Newcastle United’s official energy drink partner, Red Bull will gain worldwide visibility during the home games of both the men’s and women’s teams. The partnership includes branding opportunities in the stadium, product supply for players and refreshments in the stadium’s concourses.
Peter Silverstone, Chief Commercial Officer at Newcastle United, said: “Attracting leading brands to Newcastle United continues to be at the forefront of our exciting commercial growth and Red Bull is a fantastic addition to our partnership family.
“This partnership with Red Bull recognises the exciting journey that Newcastle United is on, with our ever-growing digital presence and increased international television audience of 62% in the last 12 months.”
Red Bull isn’t currently sponsoring any other Premier League teams, but it did make headlines earlier this year by forming its first partnership with a UK club. In May, Leeds United announced Red Bull as its front-of-shirt sponsor in a deal that also includes the company acquiring a minority stake in the club.
Although Red Bull had not previously entered the UK football scene, it has built a strong presence in the sport through strategic acquisitions and investments in clubs worldwide. This began in 2005 with the purchase and rebranding of Austrian club SV Austria Salzburg to FC Red Bull Salzburg. Since then, the company has expanded its football portfolio by investing in other notable clubs, including RB Leipzig in Germany and the New York Red Bulls in the US.
Newcastle United is perhaps the most fitting Premier League club to receive Red Bull’s sponsorship, building on its recent commercial success as Silverstone mentioned.
Although Newcastle did not secure a European spot as they had the previous season, the club’s annual financial report highlighted significant progress, showing a 39% increase in revenue compared to the previous year, driven by income from commercial deals and media rights.
Silverstone concluded: “Red Bull has an unrivalled passion for engaging with sports fans around the world, through culturally relevant partnerships and unique events. The club’s global appeal and strong supporter base will continue to establish Red Bull as a market leader in the UK, USA, Middle East and throughout Europe.”
