The Red Bull drink brand saw in Brazil a potential to expand its businesses and with that will bring the main club of sponsors, the Leipzig, competing in the Bundesliga, for the Bundesliga, to A friendly against Santos, who for the joy of Carlo Ancelotti It may be Neymar's return. The match will take place next Wednesday, May 28, at the new house of Red Bull Bragantino, the Círo de Souza Marques stadium, since the Nabi Abi Chedid is in remodeling for the next four years.
The Santos directive sees the party as an important step towards the internationalization of the club outside the country, through activations that can mainly include publications about the match on social networks. “Santos is the best -known Brazilian team in the world, a reference in our football. We have been working on strategies in this regard since last year, but With the arrival of Neymar Jr., this has been enhanced and generates opportunities like this. All this movement is one of the consequences of our growth plan and strengthening of our brand worldwide, “says Armênio Neto, Santos Marketing Manager.
Owner of the Bragantino
Red Bull also owns the Bragantino team, and the visit to Brazil is part of the brand's action plan, which must include Visits from RB Leipzig soccer players to schools in the region, Promotions with the brand of drinks and interviews with journalists. The movement to create increasingly strong links with clubs belonging to the brand and an intense identity with sport through practical actions, is nothing new by the International Headquarters of Red Bull. In February of this year, the company had already led to Jürgen Klopp, former Liverpool coachand current global soccer manager of the company, to a visit to the structures of Red Bull Bragantino, where the day -to -day life of the football department, both professional and youth.
Klopp, in its presentation in Red Bull.
11.2 billion euros in sales and thousand in sponsorships
Red Bull announced in January this year that the company's net sales would reach 11.2 billion euros in 2024, an increase of 6.4% compared to last year. Besides, 12.7 billion cans from their main product were sold, The drink with caffeine, which represents an increase of 4.4% compared to 2023. Another important detail revealed by the company is in sport, with more than 1,000 million euros in sponsorship payments.
In addition to clubs Soccer from Brazil, Germany and the United Statesthe company has athletes as a brand image and has an F1 team, winner of the last World Cup, in 2024, with Max Verstappen. Also recently acquired a majority participation in the Bora-Hansgrohe road cycling equipment.
The Slovenian of Red Bull Bora Primoz Roglic celebrates the victory in the last stage of the Volta Cyclist to Catalonia. EFE/SIU WU
The great participation of Red Bull in this sport, and the global reach that this provides, means that the arrival of Leipzig to Brazil also generates profits for the partners involved in the party, such as 7K, main sponsor of saints. To have an idea of the size of the company's strength Igaming, has 1.1 million followers on Instagram, 1 million less than the German team, with 2.1 million fans.
The impact of the RB visit
“Due to the representativeness of the party, the trajectory of Santos at national and international level, and the expected scope in Germany and other European countries, this is undoubtedly an opportunity for brand recognition, enhanced by publications and actions on digital platforms. Moments like this can and should be used by the companies involved, Especially as it is a recently regulated betting market in the country, “says José Victor Valadares, director of new businesses at Ana Gaming Group.
It should be remembered that Santos, considered one of the best known clubs on the planet, is also One of the clubs that will receive Barcelona for a friendly match from 2026. The arrival of the Spanish team to the country is still in diapers, but was revealed by the president of Spturis, Gustavo Pires, in May of this year. He affirmed that he intends to extend the sports activity in the Paulista capital, and that He would have conversations to bring Barcelona between 2026 and 2028 For duels against Brazilian teams.
For Renê Salvian, CEO of Heatmap and sports marketing specialist, will be able to ensure contracts between brands involving sports professionals, The arrival of RB Leipzig to Brazil is a great opportunity not only for Santos, but also for sponsors. An international friendly like this increases the visibility of brands beyond the national market and allows activations with high potential for engagement.
“In the case of Santos, a club with a strong global recognition, this type of event reinforces its image abroad and should take advantage of its digital presence, generate content and strengthen links with partners. For brands like 7K, it is the ideal time to link to a context of prestige and international projection. And For Red Bull himself, it is a way to connect even more with the public consumed by football in Brazilsince it has a strong investment in Bragantino and is also Neymar sponsor. It is a type of event that, from a sports marketing perspective, is positive for all involved, “he analyzes.
