Red Bull in Soccer

Erasmus School of Economics

Energy drink concern Red Bull owns four successful soccer clubs. But how big is the impact from this giant in present-day soccer? Thomas Peeters, sport economist and Assistant Professor at the department of Applied Economics at Erasmus School of Economics, isn’t surprised with Red Bull’s choice for soccer as an advertising platform.

No other sport comes close to the scope soccer has and certainly not the extreme sports energy drink producers traditionally focus on. The target group of mostly young males is hard to reach, and soccer turns out to be one of the channels wherein this is possible.

Red Bull works with a thoughtful vison called capital, concept and competence. According to Peeters this is the strength of the Red Bull teams. By looking at wages that need to be paid and having transfer expenses that lay much lower than at other clubs, because they work with an efficient training- and scout system, Red Bull is able to buy cheap and sell high!

More information

Read the entire article on Sporza, 17 September 2019 (in Dutch).