Leeds United owners Red Bull add two more clubs to portfolio as similar deals reached
Leeds United minority owners Red Bull have partnered with West Ham United and Crystal Palace as the two London clubs' official energy drinks sponsor.
The soft drink giant is making further moves into the English football market having already taken a 'significant' minority stake in Leeds, as well as agreeing a supposedly lucrative front-of-shirt sponsorship for the 2024/25 season and beyond.
Red Bull have already signed with two other Premier League clubs this summer in Everton and Newcastle United, in addition to the newly-announced Palace and Hammers deals, to become official energy drinks partner of all four clubs.
While there appears no 'equity option' to hold a stake in any of the aforementioned Premier League sides unlike their deal with Leeds, the company are seeking to add more clubs to their sponsorship roster.
United chief executive Angus Kinnear said in a recent interview with The Square Ball Podcast: "Over the last couple of weeks you'll have seen Red Bull announce more traditional sponsorship deals and I think they're going to end up with six clubs.
"We're very proud that they chose Leeds United to be the first of those because this is, although it has an ownership stake in it, this is about driving the brand awareness through football in a market they haven't been in historically."
Kinnear hopes the agreement with Red Bull will lay down a marker to Leeds' other commercial partners, potentially investing more heavily into the club.