Rugby Revival in the North: Red Bull, a giant in the energy drink industry, poised to drive a new wave in Newcastle rugby.
Red Bull Takes Over Newcastle Falcons, Renaming Them Newcastle Red Bulls
Red Bull has made a significant entry into the world of rugby union by acquiring full ownership of the Newcastle Falcons, rebranding the team as Newcastle Red Bulls ahead of the 2025-26 season. This marks Red Bull's debut in Premiership Rugby, England's highest division.
The club, which traces its roots back to 1877, has undergone several name changes and has won five major titles, including the Premiership in 1998 and domestic cups in 1976, 1977, 2001, and 2004. Notable players like England legend Jonny Wilkinson have graced the club, but past collaborations with figures such as Jonny Wilkinson, Tony Underwood, and Doddie Weir did not result in sustained success in Newcastle.
The takeover comes at a time when the club was facing financial difficulties, with a reduced salary budget for several years. Previously, the club was owned by Semore Kurdi since 2011, carrying £39 million in debt, a burden that Red Bull has agreed to take on as part of the deal.
Red Bull's investment reflects their characteristic approach of innovative sports engagement, aiming to elevate rugby's profile and competitive success at Newcastle. The club retains its home ground, Kingston Park, and leadership under Director of Rugby Steve Diamond.
The acquisition fits into Red Bull’s wider sports portfolio that includes stakes in prominent soccer teams such as RB Leipzig, Red Bull Salzburg, and Leeds United, as well as involvement in Formula One. Red Bull’s strategic sports investments often emphasize brand synergy, innovation, and competitive ambition, as exemplified by appointing high-profile managers like Jurgen Klopp as head of global soccer.
This move is seen as a potential rescue for Newcastle, which had been facing financial difficulties. However, experts warn that big money isn't always the answer and that it has happened with little success in Newcastle before. Neil Hopkins, global head of strategy at M&C Saatchi Sport and Entertainment, recalls a previous attempt to create a "Barcelona of the north" in Newcastle, which delivered immediate success but was not sustained.
Professor Rob Wilson states that while high-profile investments can stabilize a club's finances and boost commercial revenues, the long-term health of the professional game still depends on fixing its structural revenue and cost imbalances. The investment from Red Bull is a one-off rescue for Newcastle, underscoring the need for long-term solutions to these issues in the professional game.
A&W Capital acted as lead advisor to former owner Semore Kurdi, who was willing to sell the club intellectual property for £1. Newcastle Red Bulls will join a wider sports portfolio that includes a Formula 1 team and various football investments. The league's chief executive, Simon Massie-Taylor, considers the takeover of Newcastle as a landmark moment for rugby union.
