Red Bull buys into Asia with acquisition of Omiya Ardija in Japan

August 7 – Red Bull has announced a new addition to its growing football club portfolio, turning to the Japanese J-League as it branches out into club ownership in the Asian region for the first time.

The energy drink company, which already owns RB Salzburg, RB Leipzig, RB Bragantino, RB Brasil, and New York Red Bulls, announced this week that it has now acquired third division side Omiya Ardija from Japan, taking over from telecoms operator Nippon Telegraph and Telephone East.

Red Bull said it will apply the know-how it has accumulated across its club ownerships to the J. League project in order to increase its name recognition in Japan and simultaneously develop the country’s energy drink market.

The Austrian giant is expected to officially take control of the club sometime in September as part of a deal which would mark the first time a foreign company has taken sole ownership of a Japanese professional league team.

Options are being considered to reflect the new ownership in the team’s name, such as RB Omiya Ardija or Omiya RB Ardija. Any name change will require approval from the J. League board of directors – Japanese rules currently do not permit clubs to be rebranded with company names.

The new ownership is also expected to boost ticket sales and sponsorships for the club, as well as bring new attention to the J. League generally.

The club will benefit from increased exposure on Red Bull’s colossal social media platform.

Red Bull have moved into different football markets, and recently dipped into the English market for the first time by taking a minority ownership in Leeds in May. The brand will occupy the front-of-shirt sponsor slot at the Yorkshire club.