Did Red Bull finally go too far?
Playing football can be risky for the energy drink empire
Red Bull is one of those privileged businesses on which we easily confuse the product with the brand. Competition is much higher nowadays, but I still say I will get a Red Bull after a sleepless night. A Red Bull, not an energy drink.
In 2019, 7.5 billion cans were sold worldwide. Based in Austria, the company is privately held, so limited financial information is available. All analysts agree, though, that the corporation invests massively in marketing. And not of any kind.
Their marketing campaign does not focus on making their product more visible but on selling a lifestyle. The proposition of giving you wings is expressed through traditional media but also over a universe of extreme sports, the most awaited festivals, and even the ownership of a Formula-1 racing team. They go from a 12-year-old with outstanding skating skills to the world freefall record.
Its trademark logo, the two red-colored bulls with yellowish highlights, also appears in Football clubs. It started in 2005 when a small club called Salzburg was acquired in Austria.
RB Salzburg came up with some quite innovative ideas, such as having 2 coaches. Not unknown professionals, but Lothar Matthäus (World Champion with Germany) and Giovanni Crapattone (Bayern Munich, Juventus). The club won several Austrian trophies. Despite Austria not being the most traditional football league, it opened the gates for more audacious projects.
Red Bull football projects started in several places. US, Brazil, and Ghana are some of the examples, but nothing that took special attention from the fans. Until it did.
RB Leipzig, the German club owned by the energy drink producer, grew 4 divisions, reaching the Bundesliga in the 16–17 season. One year later, RB Leipzig captured a place in the 2017–18 UEFA Champions League by finishing as runners-up in the Bundesliga. The club made history in 2020. They reached their first Champions League semi-finals, losing against Paris Saint-Germain.
Fans can bear 2 coaches in irrelevant leagues. But going big in the Champions League? Too far, Red Bull. Too far.
Or maybe not?
Look. I am not going to deny, when it comes to football, I am a traditional person.
I was born and raised in the Southern province of Brazil, and we breathe football. The 12MM people Brazilian state stops when we have a Gre-Nal. For me, playing la Copa Libertadores is about strength and then skills. In that order.
Back in the day, I would pay around 1 euro to join 50 thousand fans in the stadium. No chairs, no expensive beers. Just football in its essence. And each goal in the 87th minute would make strangers from any background hug like they are father and son.
What in life is as democratic as this?
So, yes, it is not easy for me to watch a Sheik buying a club here or a Russian magnate injecting money there. It is just not right. Modernization comes with benefits, such as fighting prejudice. It also transforms football into a less popular sport, with ridiculously expensive tickets and jerseys. If that is the case in more equalitarian countries such as the ones in Europe, try to think about what happens in Brazil, Argentina, or Colombia.
Having a company such as Red Bull acquiring clubs for the sake of marketing is another step in the process.
As a result of RB Leipzig’s acquisition and performance, protests became usual in both rivals but also in Leipzig city.
Fans regard RB Leipzig as a symbol of a money victory over tradition. They call it the commercialization of football.
Protest signs are the most peaceful way the supporters found to show their resentment. But it also got violent. The head of a bull was thrown into the field in 2016 by Dynamo Dresden fans. On another occasion, the match could not start because supporters blocked the coach entrance to the stadium. In 2009, 3 friendly games were canceled due to lack of security.
I guess the highest freefall in history sounds way safer now, but taking risks is part of Red Bull DNA.
It is impossible to say if the company football adventure was worth it. The fact is that Red Bull continues to gain shares in Germany. Fans are always loud. And they are louder when hurt for seeing their passions commercialized. Yet, they do not represent the full public opinion. Red Bull brand is as strong as it has ever been for the majority of the population.
These are new times, and as much as I hate the new reality, I continue to think about Red Bull before an energy drink.
I just hope my club is not next in line.
