According to Last Word on Sports, Leeds United are on the verge of signing a blockbuster sponsorship agreement with Red Bull, which would be the largest in EFL history.
The Whites are expected to announce the “seismic” relationship with the Austrian energy drinks conglomerate within the next 24 hours, and while no financial specifics have been disclosed, it is anticipated that this contract would surpass all existing EFL sponsorship records.
Following their loss to Southampton in the Championship play-off final, the Elland Road club will face another season in the second division, as well as the financial issues that come with it, particularly in terms of profit and sustainability.
According to a source ‘very close’ to Leeds, “(This is a) significant commercial deal that will not only be the largest sponsorship in the history of the EFL, but will also help us build our global sports profile” in the Last Word on Sports article (30 May).
Leeds fans will have varied views on the prospective Red Bull partnership.
Leeds United and Red Bull have had a long history together, but today is the first time the two will officially collaborate as partners.
Jesse Marsch’s achievements at Red Bull Salzburg convinced former Director of Football Victor Orta that the American would be Marcelo Bielsa’s replacement in 2022.
After keeping Leeds in the Premier League by the skin of their teeth the previous year, Marsch welcomed four Red Bull-affiliated players into the squad the following season.
Brenden Aaronson, Tyler Adams, Rasmus Kristensen, and Max Wober were unable to make a significant enough effect to escape relegation in 2023, and all four left on permanent or temporary contracts within weeks.
Marsch was long gone by then, having been fired in February, and with all of those circumstances considered, Red Bull’s reputation in Leeds was not exactly shining prior to the announcement of this sponsorship contract.
However, with one of the world’s biggest brands on board at Elland Road, and providing the financial capital to alleviate profit and sustainability concerns, the club is in a better position to return to the top flight at the second time of asking.
However, it will be difficult to tolerate any shade of red on the iconic white shirt!
