Having reached the semi-finals in last year’s UCL, Die Roten Bullen will be raring to perform beyond expectations once again under their precocious prodigal manager, Julian Nagelsmann. We look at their sponsors for this season.
EXCLUSIVE PARTNERS
Red Bull – The involvement of the Austrian energy drink giant Red Bull is unmissable with RB Leipzig. However, Red Bull’s ownership of the German side is slightly different than its other teams around the world.
The German Football Association, Deutscher Fußball-Bund (DFB), has a strict ownership policy where the majority of the ownership of the football team, no less than 51%, shall reside with the club members. This is enforced to avoid a radical privatisation of football in Germany, something that is vehemently repelled by the football community throughout the country.
Moreover, a private owner investing in a club cannot involve its brand name in the club’s crests or name. Hence, Red Bull could not change SSV Markranstädt, the then fifth division German club it acquired in 2009, with its usual Red Bull-themed name and crest.
As a workaround to this, Red Bull went about modifying the club crest ever so slightly, so that while the crest resembled those of Red Bull’s other teams, it was sufficiently different to get DFB’s approval. Red Bull also changed the club name to “RasenBallsport Leipzig” (literally meaning “Lawn Ball Sports Leipzig”), so that while the club name did not have “Red Bull” in it, the initials “RB” would still retain the identity of the club’s ownership.
The workaround has so far worked for Red Bull, since its modifications suffice DFB and it still manages to paint the club in its colours. The Red Bull logo serves as front-of-shirt sponsor for the club’s matchday kits, with Leipzig’s home ground, formerly called Zentralstadion, is also called the Red Bull Area (RB Arena during European matches).
The Red Bull sponsorship is still a big talking point in Germany. The rebranding has made the club one of the most hated ones in the country. It is safe to say, however, that RB Leipzig’s fans have certainly enjoyed their club’s meteoric rise from an amateur football club to a veritable European powerhouse.
CG Group – Berlin-based real estate development company CG Group became an exclusive sponsor of the club in 2017. The deal makes CG Group the official sleeve sponsor of the club. CG also receives branding rights across the club’s physical and digital assets.
Nike – The American sportswear giant replaced Adidas as the official kit supplier of Die Rotten Bullen in 2014, when the club was playing in Bundesliga 2, the German second division. Following their meteoric rise, Nike announced the expansion of its deal with RB Leipzig as an ‘Elite’ team earlier this year in February.
Porsche – The German automobile giant has been an Exclusive Partner of the club since 2014. Under its motto “Turbo for Talents”, Porsche has been promoting various sports at the youth level in Stuttgart and Leipzig for years. On that same note, it supports the RB Leipzig Football School and offers training to socially disadvantaged kids.
Unibet – The Malta-headquartered online betting firm was announced as an exclusive partner of the club in January 2019. The deal, running until the end of the 2020-21 season, grants Unibet branding rights across the club’s physical and digital assets.
Volkswagen – The Wolfsburg-headquartered automaker has been an exclusive partner of RB Leipzig since 2014. The deal grants Volkswagen branding rights across the club’s physical and digital assets. The two parties last extended their partnership in August 2018, which currently runs until the end of the 2020-21 season.
OFFICIAL PARTNERS
AEZ Leichtmetallräder – Premium rims manufacturer AEZ Leichtmetallräder was announced as an official partner of RB Leipzig earlier this year in January.The deal grants the company branding rights across the club’s physical and digital assets.
Fenger – Construction material manufacturer and supplier Fenger serves as an official partner of the club since 2018. The deal grants the company branding rights across the club’s physical and digital assets. Fenger and RB Leipzig renewed their partnership in a three-year extension earlier this year in May.
German Values – Owned by Leipzig-based Vicus Group, commercial real estate developer German Values serves as an official partner to RB Leipzig since September 2017. The deal grants the company branding rights across the club’s physical and digital assets. German Values and RB Leipzig renewed their partnership in a two-year extension in October 2019.
Leipziger Gruppe – Leipzig’s city development and supply management firm Leipziger serves as an official partner to RB Leipzig in a deal currently running until 2021. The deal grants Leipziger branding rights across the club’s physical and digital assets.
Rauch – Austrian fruit juice producer Rauch serves as an official vitamin partner to RB Leipzig since September 2016. The deal grants the company branding rights across the club’s physical and digital assets. Rauch also supply its products to the club’s players and to fans on matchdays inside the Red Bull Arena.
Signify – Dutch lighting solutions provider Signify was announced as an official partner of RB Leipzig in September. Apart from holding branding rights across the club’s assets, Signify oversees the revamp of the entire lighting system at the Red Bull Arena.
Specialized – American bicycle manufacturer Specialized became an official partner of RB Leipzig in a three-year deal earlier this year in August. Apart from holding branding rights across the club’s assets, Specialized has provided the club’s players with its “Turbo Vado SL” bicycle model.
Ur-Krostitzer – The Krostitzer Brewery has been an official partner of RB Leipzig since 2010, making this partnership one of the oldest ones in the club’s short history. The deal makes the brewery’s leading brand Ur-Krostitzer the official beer of Die Roten Bullen. Currently running until 2021, the deal not only grants Ur-Krostitzer branding rights across the club’s assets, but also pouring rights inside the Red Bull Arena.
REGIONAL PARTNERS
Konsum Leipzig – The department stores chain serves as a regional partner to RB Leipzig. The deal grants Konsum Leipzig branding rights across the club’s physical and digital assets.
PŸUR – One of the largest cable operators in Germany, Pÿur, is a regional partner of RB Leipzig since May 2018. The deal grants the Berlin-based company branding rights across the club’s physical and digital assets. Pÿur also provides fibre optic infrastructure services for the club’s training centre (Red Bull Academy) and ground (Red Bull Arena).
Smile Eyes – German ophthalmology services provider Smile Eyes also serves as a regional partner to RB Leipzig. The deal grants Smile Eyes branding rights across the club’s physical and digital assets.
Sparkasse Leipzig – Leipzig-headquartered German public bank Sparkasse Leipzig also serves as a regional partner to RB Leipzig. As per the deal, Sparkasse provides its customers club-themed payment cards, as well as exclusive fan experience opportunities.
Sparkassen Versicherung – Stuttgart-headquartered insurance company Sparkassen Versicherung also serves as a regional partner to RB Leipzig. The deal grants the company branding rights across the club’s physical and digital assets.
OFFICIAL SUPPLIERS
EGO_IST – German clothing retail company EGO_IST serves as the official fashion partner of the club. As per the deal, EGO_IST supplies the club’s players with bespoke fashion and formalwear clothing.
Gerolsteiner Brunnen – Gerolstein-headquartered German mineral water firm Gerolsteiner Brunnen also serves as an official supplier to Rb Leipzig. The deal sees Gerolsteiner supply its products to the club and hold branding rights across the club’s physical and digital assets.
Leipziger Volkszeitung – Leipzig-based daily regional newspaper Leipziger Volkszeitung also serves as an official supplier to RB Leipzig. The deal grants Leipziger Volkszeitung branding rights across the club’s physical and digital assets.
Meemken – Delitzsch-based sausage manufacturer Meemken is an official supplier of RB Leipzig since August 2017. As per the deal, Meemken holds selling rights for its sausages (made from a recipe curated specifically for the club) to fans inside the Red Bull Area. Meemken also holds branding rights across the club’s physical and digital assets.
Plakat-verkauft.de – German posters supplier Plakat-verkauft also serves as an official supplier to RB Leipzig. The deal sees Plakat-verkauft supply the club with posters for their promotional adverts.
Vetter Touristik – German travel agency Vetter Touristik also serves as an official supplier to RB Leipzig. As per the deal, Vetter Touristik extends its services to RB Leipzig for their matchday outings.
Winzervereinigung Freyburg-Unstrut – Winzervereinigung Freyburg-Unstrut (Freyburg-Unstrut Winegrowers’ Association in English) was announced as an official supplier of RB Leipzig earlier this year in May. As per the deal, the wine producer has pouring rights for its products across the hospitality suites of the Red Bull Arena.
Written By
Anshuman Joshi
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