Everton announce record-breaking Red Bull partnership deal that will take them into new stadium

Everton have entered into a partnership with Red Bull. But the Blues are NOT becoming part of their global football groups or having any red on their kits.

Instead, Everton have confirmed a deal that will see the world’s biggest energy drink company, Red Bull, replace Lucozade as the club’s new ‘Official Energy Drink Partner’.

No figures have been disclosed but as part of the multi-year agreement, which will not only cover the club’s historic final season at Goodison Park but the move to their new 52,888 capacity stadium, Red Bull will benefit from the opportunity to promote their brand globally across the club’s physical and online channels in what the ECHO understands is a record-breaking deal of its kind in terms of finances for the Blues.

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Red Bull owns clubs in its native Austria (Red Bull Salzburg); Germany (RB Leipzig); the USA (New York Red Bulls) and Brazil (Red Bull Bragantino and Red Bull Brasil) as well as having an unspecified minority shareholder stake in Championship side Leeds United after becoming the Yorkshire club’s shirt sponsors this season.

The deal with Everton, though, is similar to the one struck with Premier League rivals Newcastle United earlier this week as Red Bull’s distinctive branding will be visible across bottle carriers, bottle coolers and ice boxes at the club’s Finch Farm training complex, as well as at home and away fixtures.

Supporters will also see the brand on the big screen and on pitchside LEDs at Goodison Park and, from the 2025/26 season, at the Blues’ new waterfront home at Bramley-Moore Dock.

Richard Kenyon, Everton’s chief commercial and communications officer, said: “We are excited to welcome Red Bull into our partnership portfolio and are really pleased that such a globally renowned and innovative brand has chosen to partner with Everton. By committing to a long-term partnership, we have the opportunity to work together to explore exciting initiatives and activations, particularly from when we move into our new stadium next summer.

“This agreement is the latest the club has secured in recent months and is testament to the dedication and talent within our partnerships team. I’d like to thank everyone at Everton, and at Red Bull, who has been involved in getting this long-term deal completed ahead of what will be a historic period for the club.”

Red Bull, originally launched in 1987, has grown to become the world’s best-selling energy drink, with a total of 12.1 billion cans sold globally in 2023. The partnership with Everton further extends Red Bull’s sporting portfolio, which includes the aforementioned agreements in football, Formula 1 and rugby, as well as individual sponsorship of athletes, artists and creatives.

The long-term partnership follows new commercial deals announced by the Blues earlier this summer with HPE Aruba, Castore and Aramark. Meanwhile, Christopher Ward extended their existing agreement to become a founding partner of Everton Stadium and the club’s official shirt sleeve partner.