Jurgen Klopp’s engagement with Leeds United in his new capacity with Red Bull will provide a significant clue into the company’s long-term aspirations for the club.
Following his departure from Liverpool at the end of last season, the former manager has taken on a new role as the Austrian beverage company’s Head of Global Soccer, which is somewhat contentious.
Red Bull became minority owners at Elland Road this summer, bringing unprecedented investment and becoming the Whites’ front-of-shirt sponsors, which was not without controversy.
According to Sky Sports Germany’s Florian Plettenberg via X on October 13, Klopp may not be seen at games for the remainder of the 2024/25 season, as his plans are to work in the background and travel to Red Bull-sponsored clubs.
Red Bull joined 49ers at Leeds United this summer.
He clarified: “In the first few months of his tenure starting in January 2025, he intends to work in the background and will be traveling a lot, getting a feel for the Red Bull teams on-site.”
Leeds United is not one of the clubs in which the company has complete control, so the 57-year-old’s focus will undoubtedly be on RB Leipzig and Red Bull Salzburg in the German and Austrian Bundesligas, respectively, as well as New York Red Bull in the MLS and, most likely, Brazilian clubs Red Bull Bragantino and Red Bull Brasil.
At Elland Road, the 49ers are firmly in control, and Red Bull has since announced ties with other English clubs, but it is not the NFL franchise that is emblazoned on the front of the players’ shirts every week, indicating that they are important investors.
When their entry to the club was announced, there was widespread worry among fans about their long-term aspirations to increase their influence and potentially rebrand Leeds United, as they have done elsewhere.
At the time, chairman Paraag Marathe informed Phil Hay of The Athletic (30 May) that there was no cause for concern, that no name changes would occur, and that the 49ers would remain in charge, but he would to divulge any facts about the new investment.
Paraag Marathe dismissed Leeds United fears.
That is most likely true at this point, but 49ers Enterprises is ultimately an investment arm of the sports team with which they share a name, and if they believe there is a profit to be made by selling up within the next few years, that has undoubtedly always been part of the plan.
If and when that day comes, there will be no rewards for predicting who will be consulted first based on their interest in buying.
So Klopp’s actions over the rest of the season, if he has any engagement with Daniel Farke’s team, would likely offer a clear indication as to where Red Bull perceive Leeds United in their footballing interests.
If he goes to England to visit The Whites in the near future, it would be a clear indication that the club is on their mind and that they have long-term goals. If not, Leeds could have simply been a way to get a foot in the door of English football.
Jurgen Klopp is back in football after leaving Liverpool.
Grander intentions do not have to be a bad thing, while concerns about name, color, and badge modifications are justified.
When the newest plans for the Elland Road renovation were recently published, finance expert Kieran Maguire referred to them as collaborative plans between the 49ers and Red Bull [Price of Football, 26 September], thus the drinks producers don’t appear to be an afterthought.
So, if Klopp visits Thorp Arch to get a feel for things in Leeds, it would be a clear indication that Red Bull has plans in West Yorkshire, even if they are unlikely to be realized.
