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About RB Leipzig
If you read the vast majority of profiles of football and other sports teams on this website, and indeed on others, you will normally find that they are looking back on a century or more of history. RB Leipzig is a notable exception to this rule because they are but one part of Red Bull’s world-wide series of sporting involvements, one of the most effective marketing campaigns involving sport and sports people.
Although RB Leipzig represents a continuation of an unsuccessful club, SSV Markranstädt, playing in the fifth division of German football, the clear intentions behind the Red Bull sponsorship was to transform a run of the mill club into a totally new creation which would find a firm foothold in the Bundesliga within eight years. Does rising up from fifth to top tier seem like a very ambitious project, even for a backing sponsor with almost unlimited resources? Ambitious it may have been, but this fairy story is in fact one that actually happened.
The Red Bull mega drink company has clearly set the path straight, as part of a huge advertising campaign: after getting in the Formula 1 circuit and adventures sports like flying, it started buying football clubs: Austrian SV Austria Salzburg turned into Red Bull Salzburg, followed by New York Red Bulls, Red Bull Brazil, Red Bull Ghana and RB Leipzig. The last one caused a steer, because in Germany, 51% of ownership shares have to be held by the public, and the rest can be owned by private ownership.
And no, the RB in Leipzig’s name doesn’t stand for Red Bull, due to strict German regulations. Rather, it stands for “RasenBallsport”, which means “lawn ball sport”.
And now look how the tale unfolds. RB Leipzig’s first season, 2009–10, they bossed the NOFV-Oberliga Süd (V) to become its champions – their reward was promotion to Regionalliga Nord (IV). They were champions again in a season where they were undefeated, were promoted to the third tier, going on to be runners-up and thus promoted to the second division, known as Bundesliga (2), being the first team to achieve immediate promotion.
Seven years after Leipzig’s launch and its owner’s commitment, the dream became reality and a defeat of Karlsruher SC by two goals to none meant that Leipzig had reached the top flight within seven years and became the first East German club to reach the top flight since 2009. No wonder that the fans flock their way to the 42,000 capacity Red Bull Stadium and that the team are described as the Bulls or Red Bulls. True to its goals, the team quickly became one of the Bundesliga elite clubs, making their European day-view and are generally making themselves felt as “the new kids on the block”. This doesn’t necessarily make them popular with other teams or the nation, but those who live in Leipzig love it.
And a word of caution: Leipzig don’t just go out and buy the best players money can buy. The club has an excellent youth academy, who develops young talent and nurture them all the way to first club football. In addition, its scouts do a fine job of discovering young footballers around the world, purchasing them at reasonable prices and turning them into bona-fid, established players.
RB Leipzig play its home matches in 42,959-seat Red Bull Arena.
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