Jürgen Klopp’s appointment as Head of Global Soccer at Red Bull has surprised many fans, given his previous club loyalties. His introduction at Hangar 7 was attended by a significant media presence, showcasing his enthusiasm for the role. Klopp aims to empower talent across the Red Bull network while balancing his influence without interfering with coaching staff. As he embarks on this new journey, he remains confident and committed to enhancing the football experience within the Red Bull framework.
Jürgen Klopp’s New Journey with Red Bull
When you think of Jürgen Klopp, the first things that come to mind are his incredible achievements, immense popularity, and the emotional connections he fosters. His previous tenures at clubs had an almost cult-like following, so it came as a shock to many football fans when it was announced that he would take on the role of Head of Global Soccer at Red Bull in October. While supporters from various clubs can agree on Klopp’s integrity within the often-corrupt football landscape, they see Red Bull as an adversary, prioritizing sales over the sport itself.
The Grand Presentation at Hangar 7
Klopp’s introduction at Hangar 7—an impressive glass venue at Salzburg Airport, reminiscent of a Masoala Hall but featuring Formula 1 cars instead of exotic wildlife—was nothing short of spectacular. Around 150 journalists attended, a turnout typically reserved for world leaders or Hollywood icons, not football coaches. Klopp immediately set a light-hearted tone, jokingly expressing his surprise at the overwhelming media presence as he walked in to a round of applause.
The session lasted an impressive hour and a half, showcasing Red Bull in the best possible light as Klopp entertained endless questions from the press. Oliver Mintzlaff, the CEO of Red Bull, was eager to quell any concerns about the partnership’s appropriateness, stating that Klopp had the “best job in the football world.” Klopp reciprocated by emphasizing how well this role aligns with his current life goals, recognizing the opportunity to be a valuable asset.
While many were hopeful for a harmonious collaboration, Klopp’s enthusiasm for Red Bull was evident. “I am fascinated by what Red Bull does,” he stated, acknowledging the company’s pivotal role in shaping numerous sports events. His passion for this new venture shone through, and Red Bull undoubtedly struck gold by securing one of football’s brightest minds, along with the charisma that the company has been missing.
Despite the assurances about the partnership, details regarding Klopp’s specific responsibilities as football chief remained scarce. While he does not intend to interfere with the coaching staff, he also doesn’t want to be a passive observer. Over the coming weeks, Klopp plans to visit various clubs within the Red Bull network, which includes RB Leipzig, RB Salzburg, the New York Red Bulls, RB Bragantino in Brazil, and Omiya Ardija in Japan. Plus, Red Bull has stakes in Leeds United and Paris FC, and has recently partnered with Atlético Madrid. Klopp’s mission is to empower individuals to reach their full potential, humorously echoing the company’s slogan, “I want to give them wings.”
Last weekend marked Klopp’s inaugural business trip, where he took in a Paris FC match on Saturday, attended RB Leipzig’s thrilling 4-2 victory over Bremen on Sunday, and even caught a Red Bull Munich ice hockey game. Every moment was captured in a flurry of paparazzi photos, culminating in a Monday meeting with Leipzig’s coach Marco Rose. The German media kept a close eye on his every move.
Klopp is acutely aware of the scrutiny that will accompany his new role, but he remains unfazed by the pressure. Reflecting on his journey, he recalls his move to Liverpool nine years ago with a sense of self-assuredness. Now, he finds himself in a position almost beyond reach, though he may risk overestimating his current status. When confronted with fan criticism regarding his new role, Klopp reminisced about his visit to Leipzig, where he saw 42,000 passionate supporters and pondered, “Don’t they deserve good football?” He continued, seemingly unbothered by concerns over commercialization, stating, “They deserve it. That’s why I want to do it.” He likened his role to that of a doctor, emphasizing that quality should not depend on geographical boundaries—a sentiment not lost on his audience.
Throughout the event, Klopp displayed his natural charm and humor, engaging effortlessly with journalists. He advocated for Mo Salah to remain with Liverpool and recounted the early days of Robert Lewandowski in response to a question from a Polish reporter. When complimented on his looks by a journalist from the “Guardian,” Klopp humorously reciprocated the praise.
When discussing Marco Rose and Sandro Schwarz—both former players of his at Mainz—Klopp fondly recalled telling them during their promotion celebration in 2004 that they would become coaches, jokingly noting, “I don’t know if they remember because they were quite drunk.” These spontaneous anecdotes showcased Klopp’s wit and hosting abilities, devoid of any pretentiousness.
In the near future, Klopp aims to listen more than he speaks as he immerses himself in this new collaboration with Red Bull, which is set for several years. He has ample time to mold his role and make a meaningful impact in the football world.