Scrambling Barcelona have been dealt another financial blow as Red Bull strike a major sponsorship deal with rivals Atletico Madrid.
The Austrian energy drinks giant has become a new sponsor of the club until June 2027. Red Bull officials state the link-up “play a significant role” in enhancing the matchday experience and major events hosted this year at the Riyadh Air Metropolitano. It is a landmark move that could shake up the power dynamics of La Liga.
Spanish sports outlet, Diario AS, reports the partnership it will bring in “significant income” for Atletico. Meanwhile Ruben Uria has reported that Barcelona were competing for the same sponsorship deal, but Los Rojiblancos ran out eventual winners.
“We are thrilled about this new venture with Red Bull, a company that shares our passion for spectacle and great challenges”, said Óscar Mayo, the club’s Chief Revenue and Operations Officer.. “We are grateful that their first experience in Spanish football is with us. Both of us believe in sport as a combination of dedication, hard work, and a great dose of adrenaline that excites fans. Our players never give up; if they fall, they get back up and try again. This is the shared spirit of Red Bull and Atlético de Madrid, which we will showcase in the major events that fans can enjoy at the Riyadh Air Metropolitano.”
It comes as a major blow to Barcelona who are seeking further financial support to register Dani Olmo and Pau Victor for the second half of the season. The players, both summer signings, were only registered for the first half of the season as Barcelona could not meet La Liga’s wage cap restrictions. The Spanish national sports council has grant a precautionary measure and allow the pair to play in the short term until a ruling is made.
Red Bull have plenty of experience in the sports market, owning the likes of RB Salzburg, RB Leipzig, RB Bragantino and New York Red Bulls. Back in October they hit headlines after appointing Jurgen Klopp as its global head of soccer. The former Liverpool boss and acts as an adviser for Red Bull-owned clubs in Germany, United States, Brazil and Austria. Riyadh Air, the airline still yet to fly its first flight, will remain Atleti’s main sponsor, £33.5 million per season.