Everton FC secures global energy drink business Red Bull as its latest commercial partner. Tony McDonough reports
Everton FC has agreed a multi-year commercial agreement with energy drink giant Red Bull.
Under the deal Red Bull will become the club’s Official Energy Drink Partner. It will benefit from the opportunity to promote their brand globally across Everton’s physical and online channels.
Its distinctive branding will be visible across bottle carriers, bottle coolers and ice boxes at Everton’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 Everton’s new waterfront home at Bramley-Moore Dock.
Richard Kenyon, Everton 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.”
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Red Bull, originally launched in 1987, has grown to become the world’s best-selling energy drink, with a total of 12.1bn cans sold globally in 2023.
The partnership with Everton further extends Red Bull’s sporting portfolio, which includes agreements in football, Formula 1 and rugby, as well as individual sponsorship of athletes, artists and creatives.
This long-term partnership, a club record in its category, follows new commercial deals announced by Everton earlier this summer with HPE Aruba, Castore and Aramark. Meanwhile Christopher Ward extended its existing agreement to become a Founding Partner of Everton Stadium and the club’s Official Shirt Sleeve Partner.