4 godzin temu
Red Bull has completed its takeover of Newcastle Falcons, marking the energy drink giant's first major investment in rugby union. The struggling Premiership club will be rebranded as Newcastle Red Bulls, bringing significant financial backing to a team that has faced persistent relegation battles.
The acquisition represents a landmark moment for both Red Bull's sporting empire and rugby union's commercial development. Steve Diamond will remain as director of rugby, providing continuity as the club undergoes its transformation under new ownership.
Four decades of sporting dominance
Since its founding in 1984, Red Bull has evolved from an energy drink company into a global sporting powerhouse. The company now partners with 900 athletes, artists and teams worldwide, spanning Formula One, football and extreme sports.
Red Bull's sporting journey began with EC Salzburg in the Austrian Hockey League, followed by individual sponsorship of F1 driver Gerhard Berger. Early investments focused on extreme sports including cliff diving, BMX and skiing before expanding into mainstream competitions.
Formula One supremacy
Red Bull's F1 involvement started with Sauber sponsorship in 1995, but the company wanted greater control. In 2004, it purchased Jaguar and created Red Bull Racing, expanding to a second team called Scuderia Toro Rosso in 2005, now known as Racing Bulls.
Red Bull Racing has dominated the sport over the past 15 years, winning Constructors Championships from 2010 to 2013, and again in 2022 and 2023. Sebastian Vettel claimed Driver's Championships from 2010 to 2013, while Max Verstappen secured four consecutive titles from 2021 to 2024.
Football transformation success
Red Bull's football ventures began in 2005 with the acquisition of SV Austria Salzburg, which has since won 14 of 19 possible Bundesliga titles. The same year brought the purchase of New York-based MetroStars, renamed New York Red Bulls, complete with a purpose-built 25,000-capacity stadium.
The most ambitious football project came in 2009 with the acquisition of SSV Markranstädt, now RB Leipzig. The club rose from Germany's fifth division to the Bundesliga in eight years, two years ahead of schedule, even reaching the Champions League semi-finals in 2020.
Rugby union rescue mission
Newcastle had finished bottom of the Premiership for three consecutive seasons according to The Independent, making them prime candidates for Red Bull's proven transformation model. The club was put up for sale last autumn by Semore Kurdi, with Red Bull emerging as frontrunners earlier this year.
The club will remain at Kingston Park stadium, reassuring supporters about maintaining their home base. Red Bull plans to strengthen the academy programme and develop local rugby talent as part of its long-term vision for the sport.
Oliver Mintzlaff, Red Bull CEO Corporate Projects and Investments, said: "Together, we aim to elevate rugby to new heights and deliver unforgettable moments for our fans. We're delighted to have acquired Newcastle Red Bulls and look forward to empowering the club to reach its full competitive potential."
Sources used: "PA Media", "Chronicle Live", "The Independent" Note: This article has been edited with the help of Artificial Intelligence.
