The year 2024 could well be that of a Red Bull explosion. While the Austrian brand is preparing to settle down in France by participating in the takeover of Paris FC, the energy drinks company does not want to stop there and also wishes to invest in Italy. As a reminder, the Parisian club confirms that it has entered into exclusive negotiations with the Agache group, a subsidiary of the family holding company controlled by Bernard Arnault. “Agache, advised by Red Bull, intends to contribute to the influence of the club’s unique values and offer it the necessary means to continue its economic, civic and sporting development. A double ambition drives it: to permanently place the men’s and women’s teams in the elite of French football and in the hearts of Parisians.first explained the press release. Present in Brazil with Bragantino, in Germany with Leizpig, in Austria with Salzburg, in the United States with New York, the Red Bull group is internationalizing in the world of football and aims to increase its reach in Europe. This desire for development in new territories is also explained by the arrival of Jürgen Klopp.
On October 9, the Red Bull group announced the arrival of the German coach in its organizational chart:“Jürgen Klopp will take up the new role of Director of Global Football at Red Bull, effective January 1, 2025. It is his first appointment since leaving Premier League giant Liverpool after a successful stint. In his new role, the charismatic German will oversee Red Bull’s international network of football clubs. He will not be involved in the day-to-day operations of the clubs, but will provide strategic vision, helping individual sporting directors to advance the Red Bull philosophy. Additionally, the 57-year-old will support the organization’s global recruiting operations and contribute to coaching training and development.we could read in the press release. According to our information, the Red Bull group considers the Italian market as a priority. The reasons for investing in Italy are already known. Indeed, the Austrian brand considers that Italian football has untapped potential for modernism between the low use of young players and the stadiums considered too dilapidated. Two parameters at the heart of the sporting philosophy of the Red Bull group.
Preliminary contacts with Torino confirmed
It’s been an open secret for several months. Torino is linked to rumors launched by the Italian press, specifying that a possible takeover by the Red Bull group could take place. Asked about this, the president and owner of Granata, Urbano Cairo, preferred to firmly deny: “Years ago there were rumors of a takeover by Raffaelle Ciuccariello and today it is around Red Bull. The subject changes but the constant remains the same, namely the total falsity of these newly published rumors“, he recently declared. But according to our information, the Red Bull group is making Italy its main destination for a future investment. In this sense, the Torino represents plan A of the Austrian brand since last summer Red Bull became one of the sponsors of the Piedmontese club and shares with the Italian team the identity of the bull, which would facilitate marketing at the heart of the brand’s philosophy. According to our indiscretions, Urbano Cairo has met several times with Red Bull emissaries in recent weeks to discuss a possible expansion of the collaboration to become the main sponsor and then a possible buyout of the majority shares of the club. The concession for the Stadio Olimpico Grande Torino expires in June 2025, as do the contracts of a large number of managers.
Discussions for renewal between the club and the town hall are open, even if the municipality favorably considers a sale of the enclosure. Stefano Lo Russo, mayor of the city of Turin, spoke on the sidelines of an event on the possible sale of the Granata club to the Red Bull group and the future of the stadium: “The news was denied by the president in Cairo, even with a certified email. We have had absolutely no discussions with Red Bull. Our discussions are with Torino, with the current management, with President Cairo, extremely positive discussions both in terms of climate and content. There are several hypotheses as to the possible renewal or a proposal to buy the stadium by Torino if an offer were to be proposed.“. According to our information, the Red Bull group would like its future Italian club to own its stadium. The construction of a new enclosure is also a hypothesis observed by the Austrian brand. According to our information, Red Bull, determined to invest in Italy, is also monitoring the situation of Genoa which is going through an internal crisis with the fiasco of 777 Partners in the event of failure of the project with Torino. Moreover, the investment bank JP Morgan has confirmed Red Bull’s interest in Serie A, as has a Milanese law firm.
