Jürgen Klopp recently commenced his duties as Red Bull’s head of global soccer in Salzburg, Austria, where he faced critics of his controversial career move. The former Liverpool manager’s transition to the energy drink company, aimed at expanding its soccer brand across the globe, has left many longtime fans puzzled, especially in Germany. Klopp had previously built his reputation by coaching Mainz to Bundesliga promotion in 2004 and leading Borussia Dortmund to consecutive Bundesliga championships in 2011 and 2012.
In an eventful weekend, Klopp visited Leipzig to witness their impressive 4-2 victory over Werder Bremen, which secured them fourth place in the Bundesliga. He expressed his sentiments towards the Leipzig supporters, saying, “I thought, do they not deserve good football?” He emphasized that fans around the world, including those in Salzburg, New York, Japan, and Brazil, deserve quality football and the opportunity for growth and support. “That’s why I want to do it. I love football,” he affirmed, suggesting his commitment to enhancing the sport globally.
However, Klopp’s association with Red Bull has drawn ire, particularly from the passionate supporter base in his former German clubs. Following the announcement of Klopp’s new role, protests erupted among Mainz supporters, illustrating their discontent. A prominent banner displayed during a match against Leipzig poignantly asked, “Have you forgotten everything we gave you?” highlighting the emotional connection between Klopp and Mainz after an 18-year affiliation as both player and coach.
The reaction from Dortmund fans was similarly intense. Hans-Joachim Watzke, the club’s CEO, remarked to a German publication that Klopp was aware of the numerous opportunities he had within Borussia Dortmund. Watzke noted that while their friendship remains intact, discussions about Dortmund would now be off-limits due to Klopp’s new commitments. In the past, Watzke criticized Red Bull’s approach to soccer, stating that the club’s primary motivation was commercial gain over the intrinsic qualities of the sport, suggesting it was merely a marketing initiative.
Red Bull’s website honors co-founder Dietrich Mateschitz, recognizing him for pioneering not just a successful product but a groundbreaking marketing strategy since the brand’s inception in 1987. Starting with investments in extreme sports in Austria in 1988, the company expanded into motorsport in 1989 and made its international mark by sponsoring windsurfing talents in the mid-1990s. Their entry into soccer in 2005 involved the acquisition of SV Austria Salzburg, a move met with resistance from existing supporters, which resulted in the club’s rebranding to Red Bull Salzburg.
The pattern continued in 2009 when Red Bull acquired the playing license of a fifth-tier club, reestablishing it as Rasenballsport Leipzig, despite restrictions on using the company name. This club experienced rapid development, reaching Bundesliga status by 2016. As part of his new responsibilities, Klopp will oversee Red Bull-backed clubs worldwide, including the New York Red Bulls, Bragantino in Brazil, and Omiya Ardija in Japan. Moreover, Red Bull holds a minority stake in English club Leeds and is expected to acquire a similar interest in Paris FC, a team Klopp watched play recently.
In response to criticism regarding his alignment with the controversial brand, Klopp stated, “I think if you want to understand you can understand, if you don’t want to understand, you will not. That’s how it is,” highlighting the divisive nature of his decision.
