Red Bull system between pitch and marketing Facing Bayern Munich tonight, Salzburg demonstrates the ambition of the beverage project that gives wings
For years the Red Bull brand has not only been associated with the energy drink with thaumaturgic qualities but, starting from extreme sports, it has spread its wings and in a short time has become an increasingly concrete reality in the world of soccer. First with Salzburg, then Leipzig, New York, Bragantino, teams located in the four corners of the earth and that now wear on their chest the same two red bulls with a yellow sun in the background. A growth as rapid as it is steep, which has stimulated the usual polarization between those who reject the Red Bull method and those who instead appreciate its competence and long-term planning. Adopting an entrepreneurial perspective, when one speaks of Red Bull, and more specifically of Red Bull Salzburg, one has the perception of witnessing one of the most fruitful branding strategies of recent years, with the Austrian company imperiously colonizing the world of sports, making its logo one of the most recognizable in the world.
Although Red Bull in the world of soccer has been displayed a strong iconoclasm towards teams and communities, and on the one hand has created numerous misunderstandings and popular discontent, on the other hand it has led to an incredible awareness boost. In fact, after the acquisition of Salzburg, the Austrian company tried to expand globally, passing through Germany, in Leipzig, and landing in other continents: the Red Bull empire, in fact, in addition to the main football club in New York, in 2007 decided to land in Brazil, first founding the Red Bull Brasil, and then deciding to acquire the Clube Atletico de Bragantino in order to compete in the Brazilian first division.
The new Austria Salzburg, has very clear ideas for the future, which can be considered as a model for many other clubs that want to start a team from the bottom and the community. In fact, the Austrian club has as its main objective to be a sustainable reality, which, to the full extent of its possibilities, has in mind to design a new stadium and use half of it as a popular residence. The patient approach adopted by the new Austria Salzburg could influence clubs in other European countries - such as Italy, which has recently witnessed the vicissitudes of similar clubs - for a healthy and reasoned rebirth, which has the duty to focus on the passion of the fans and, obviously, on the untouchable coloring of the team uniforms.
The phenomenon of the Red Bull ecosystem attests to many questions about certain situations and dynamics that may develop in the world of contemporary soccer: if today it seems that many entrepreneurs and club owners have understood how to generate recognition for their teams, at the same time it seems to be very difficult to keep fans in tune with corporate and managerial choices. Entrepreneurship in the world of soccer is certainly not a recent development, but the challenge of the men of the football business will be not to lead to a divisive choice between the passion of the fans and financial income, but to create a common thread able to grow hand in hand identity, infrastructure, DNA of the club, without acting unfairly towards the fans, who must remain the main stakeholder of the team.
