Leeds United Announces Strategic Partnership with Red Bull Ahead of 2024/25 Season

30 May 2024 — Leeds United Football Club has entered into a new multi-year sponsorship and investment agreement with Red Bull, marking a significant commercial and strategic development for the club. Beginning with the 2024/2025 season, Red Bull will become the official front-of-shirt sponsor for both the Leeds United men’s and women’s first teams.

Leeds United is proud to announce a new multi-year agreement with Red Bull, making them the club’s front of shirt partner starting next season

— Leeds United (@LUFC) May 30, 2024

As part of the agreement, Red Bull has also acquired a minority ownership stake in the club. The deal brings a new stream of capital and long-term commercial support as Leeds United aims to return to the Premier League. Notably, the club’s name and crest will remain unchanged, maintaining Leeds United’s historic identity.

Brand Visibility and Marketing Activations with Red Bull

Red Bull’s branding will be prominently displayed on the front of Leeds United kits and throughout Elland Road Stadium, as well as during official club media appearances. In addition, Red Bull becomes the Exclusive Energy Drink Partner of Leeds United. This includes in-stadium presence, training ground visibility, and co-branded digital campaigns.

🛞 𝗚𝗘𝗢𝗥𝗚𝗜 𝗩𝗦 𝗚𝗟𝗘𝗡!
The @redbullracing Pit Stop Challenge!#LUFC x @RedBullUK pic.twitter.com/TMgtPJP0pv

— Leeds United (@LUFC) July 7, 2024

The collaboration is set to introduce innovative sponsorship activations, consistent with Red Bull’s global portfolio of high-energy marketing initiatives in sports. The deal positions Leeds United to benefit not only from financial backing, but also from Red Bull’s established expertise in sports marketing and fan engagement.

Implications for Club Growth and Promotion Efforts

With promotion back to the top tier of English football as the club’s primary objective for the upcoming season, this partnership offers both financial stability and international exposure. Red Bull’s involvement is expected to enhance Leeds United’s global profile and commercial reach, while supporting squad development and infrastructure improvements.

🍾🙌 VAMOS! pic.twitter.com/oVuiYFsnoB

— Leeds United (@LUFC) April 23, 2025

This partnership follows Red Bull’s broader strategy of involvement in global football, complementing its presence in clubs such as RB Leipzig and Red Bull Salzburg. However, Leeds United has confirmed it will retain full control over its sporting operations and continue to operate under its own name and traditional colors.

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