Red Bull closes in on its next sporting challenge as it enters the world of Rugby Union.
The Newcastle Falcons are reportedly set to be renamed the Newcastle Red Bulls from next season, as the Austrian company adds rugby union to its sports portfolio.
Insider Sport understands Red Bull’s investment in the side is expected to be completed in the coming days, as per reports.
The rebrand and partnership comes at a pivotal moment for Newcastle, which has finished bottom of the Gallagher Prem for the past three seasons. Steve Diamond, the club’s Consultant Director of Rugby, stressed the need for new investment earlier this year.
“You want an investor that’s not just going to put a couple of million quid in to get us through next year. We need to look bigger than that,” he said in March 2025.
Diamond’s prayers appear to have been answered.
One success story Newcastle will be hoping to recreate is that of RB Leipzig. Founded in 2009, the German club rose to the Bundesliga from the nation’s fifth tier of football in just over five years.
A second example is that of Red Bull Racing – the company’s Formula 1 team. In 2004, the company completed the acquisition of Jaguar Racing and has gone on to win six constructors’ championships and eight drivers’ championships.
Thirdly, and most recently, Red Bull purchased a minority stake in Leeds United in 2024.
It is unknown what role Red Bull has played in the team but its influence has undoubtedly been felt; the team were promoted to the Premier League at the end of last season.
A win for the league
The Newcastle Falcons aren’t the only entity in rugby union to be sporting a new name.
Announced in June, the Gallagher Premiership will be known as the Gallagher Prem from next season. It will also debut a new orange, white and blue logo.
The league revealed these brand changes amid reports of the sport’s declining interest among younger viewers.
Ampere Analysis, via Ofcom, reported in April that rugby’s interest among young viewers dropped from 7% in 2019 to just 5% in 2024, though this figure combines both rugby union and rugby league.
Despite this research, TNT Sports claims viewership is up 11% compared to 2023/24 and 24% compared to 2022/23, based on data from the first 13 rounds of the current season. These numbers were promoted when the league renewed its media rights deal with the broadcaster in June.
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