Everton will promote Red Bull across their various marketing channels. (James Gill – Danehouse/Getty Images)

Red Bull, the Austrian energy drinks giant, has struck multi-year sponsorship deals with two top-tier European soccer sides – Torino of Italy’s Serie A, and English Premier League team Everton.

The brand becomes the energy drink partner of both clubs, with the Torino deal marking Red Bull’s first such collaboration in Serie A.

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Everton have said the deal will enable Red Bull to promote its brand across the club’s various marketing channels, while Red Bull’s logo will also be visible “across bottle carriers, bottle coolers, and ice boxes” at the Everton training ground.

Red Bull will have branding rights pitchside at Everton’s new stadium (from next season), and on its big screen.

Richard Kenyon, chief commercial and communications officer at Everton, has said: “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.”

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For Torino, meanwhile, the team will use Red Bull products during match warm-ups, and energy breaks in games.

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Red Bull adds the sides to a soccer portfolio that also – through a deal unveiled earlier this month – includes fellow Premier League side Newcastle.

Elsewhere in England, meanwhile, Red Bull announced a minority stake in second-tier side Leeds United in late May.

Red Bull added Leeds to a multi-club network that already featured four clubs across four different countries.

In addition, the Austrian company has also become Leeds’ primary front-of-shirt sponsor from the 2024-25 season.

Red Bull’s expansion into sports ownership and involvement began in 2005.