THE Red Bull football franchise is not popular among certain fan groups, and yet there are far worse activities going on in the game the masses should be worried about. The Austrian drinks company may not sit comfortably among other club ownership models, particular in Germany, where RB Leipzig have upset the 50+1 model, but they should not be roped into the same bracket as clubs that throw cash around signing big name players.
Karan Tejwani’s book, Wings of Change (Pitch Publishing, 2020), provides some insight into the Red Bull world. Anyone visiting Leipzig will be aware of the friction between the followers of traditional clubs like Lokomotive and Chemie and RB, but it is hard not to be impressed by a club that has brought Bundesliga football to the eastern part of Germany once more. Advocates of the 50+1 system have a legitimate point, but the German Bundesliga is somewhat dysfunctional in that Bayern Munich have won the title for nine consecutive seasons.
However, new kids on the block are never welcomed in any walk of life, especially if there is money behind their surge to prominence. What Tejwani’s book reveals, or at least confirms, is that Red Bull’s move into football has a strategy, a long-term approach and has been carefully formulated to cover most bases. In other words, it is about player production and shrewd transfer activity. It’s important to remember, though, the Red Bull clubs have benefitted enormously from the financial backing of Dietrich Mateschitz’s energy drinks company.
The system created by Red Bull has produced a cadre of football coaches and technicians that are influencing European football. For example, Manchester United’s current interim coach, Ralf Rangnick, was director of football at Leipzig and then went on to coach the club. He has left a mark a number of managers around Europe, such as Jesse Marsch (Leeds), Julian Nagelsmann (Bayern), Thomas Tuchel (Chelsea), Marco Rose (Dortmund), Ralph Hassenhüttl (Southampton) and Jürgen Klopp (Liverpool). What’s more, Red Bull clubs have produced or nurtured coaches like Niko Kovač, Oliver Glasner, Adi Hutter and Achim Beierlorzer.
The Red Bull football empire is like a multinational company and that’s why they are so unpopular, even though other German clubs, such as Bayer and Wolfsburg have corporate backing, and three of Bayern’s shareholders are Adidas, Allianz and Audi, all giants of Deutschland AG. Critics would say Leipzig and Salzburg do not operate in the spirit of the environment in which they operate.
This book may not give you the inside track (that is another book to be written at some point), but it does explain why the likes of Leipzig and Salzburg have been so successful, and it is not purely down to money, although hard currency does give you options in life. In a football world where the elite are steam-rollering the rest, the Red Bull project provides an alternative, even if some would claim Leipzig are just a trophy or two away from joining the top bracket. There’s much to admire, but you sense that RB Leipzig will never be accepted in Germany as one of the gang. A worthwhile read and one that can be absorbed fairly quickly.