Newcastle Falcons are set to undergo a rebranding for the upcoming season, transforming into the Newcastle Red Bulls as part of an imminent takeover by the popular energy drinks company. The finalization of this transition is pending approval from the Rugby Football Union (RFU) and the completion of legal proceedings, with Red Bull having reached an agreement with Semore Kurdi, the former chairman, as communicated to Newcastle players and staff.
In a comprehensive deal, Red Bull plans to absorb Newcastle’s debts, including a substantial Covid loan of approximately £14.5 million. Their strategic vision involves retaining the club’s academy talents, enhancing the club’s appeal to players, and assuming financial responsibilities to bolster the team’s performance.
Following a challenging season where Newcastle finished at the bottom of the Premiership table with only two wins from 18 matches, the club faced setbacks due to key players departing for other clubs. Notable departures include England hooker Jamie Blamire to Leicester Tigers, former captain Callum Chick to Northampton Saints, and promising academy player Guy Pepper to Bath.
The decision to rebrand comes after Kurdi’s decision to cease funding Newcastle, having invested over £25 million since 2011. Previous discussions about financial support from other Premiership clubs and CVC Capital Partners did not materialize. Despite efforts to attract investment from the Saudi Public Investment Fund, which owns the city’s football club, no agreement was reached, leading to Red Bull’s intervention.
Red Bull’s ownership of various sports entities, including Formula 1 team, football clubs like FC Red Bull Salzburg and RB Leipzig, and involvement with Leeds United, showcases their commitment to sports. The energy drink brand’s sponsorship agreements with prominent rugby players like Jack Nowell, Mack Hansen, and Siya Kolisi further solidify their presence in the sporting world.
Known for aligning team names with their brand, Red Bull’s ownership model will likely result in Newcastle adopting the Red Bulls moniker, similar to the MLS team, New York Red Bulls. Notably, Newcastle’s sole English championship victory dates back to 1998, marking a significant milestone in the club’s history.