January 10 – Energy drinks are one of the unquestioned drivers of sponsorship in sports, with Red Bull often leading the way. They have further cemented that reputation by joining forces with Spanish powerhouse, Atlético de Madrid, becoming the official energy drink of the club until June 2027.
This is the first deal of its kind for the Austrian brand in Spain as it continues its stated vision of “giving wings” to athletes and teams.
The partnership between Red Bull and Atlético de Madrid looks to build on the reputation both organisations have built over the previous decades of growth in both the football and energy market.
As always, it’s not just about branding and sponsorship but how the fan experience is impacted by the collaboration. The Red Bull logos will play a prominent role during Atlético’s matches and events at the newly rebranded, Riyadh Air Metropolitano, the home of the club.
Atlético de Madrid, General Manager of Revenue and Operations, Óscar Mayo said: “We are thrilled to embark on this new adventure with Red Bull, a company that shares our passion for spectacle and tackling great challenges. We are grateful that their first foray into Spanish football is with us. Both of us believe in sports as a combination of commitment, hard work, and adrenaline that excites fans. Our athletes never give up—if they fall, they rise again and keep trying. This shared spirit between Red Bull and Atlético de Madrid will be showcased in the major events that our fans can enjoy at the Riyadh Air Metropolitano.”
The Red Bull company has increasingly seen football and associated clubs as a vehicle to bring recognition to their brand and currently has ownership of RB Leipzig in Germany’s Bundesliga, Austrian side Red Bull Salzburg, and MLS side New York Red Bulls, as well as Red Bull Bragantino in Brazil.
Most recently, Leeds United in the Championship, announced that Red Bull has taken a minority ownership stake in the club, as well as taking over as their front-of-shirt sponsor.
Contact the writer of this story, Nick Webster, at moc.l1736498303labto1736498303ofdlr1736498303owedi1736498303sni@o1736498303fni1736498303
