When Jürgen Klopp was appointed as the “head of global soccer” for Red Bull in January 2025, it sent shockwaves through fans in Germany and England. Having built a reputation at Mainz, Borussia Dortmund, and Liverpool—three clubs rich in tradition and fan engagement—his association with a multi-club ownership model, frequently criticized for enhancing team performance artificially, raised eyebrows. Many speculated he would simply be a figurehead, serving primarily as a public face for Red Bull’s football initiatives.
However, as Klopp approaches his first anniversary with the company, it’s evident that his role encompasses much more than that.
Klopp’s influence at Red Bull became evident swiftly when he began attending training sessions at RB Leipzig and actively participating in transfer negotiations. Oliver Mintzlaff, the former CEO of Leipzig and current CEO of Red Bull’s corporate projects, referred to Klopp as the organization’s “marquee signing without a transfer fee.”
Red Bull boasts one of the most extensive club portfolios in global football, including Leipzig—majority owned but not controlled, in compliance with German football ownership rules—RB Salzburg in Austria, the New York Red Bulls in MLS, Red Bull Bragantino in Brazil, RB Omiya Ardija in Japan, and stakes in Paris FC and Leeds United, purchased in 2024. The multi-club ownership model continues to expand, reflecting Red Bull’s ongoing ambition.
From the Sidelines to the Boardroom
“I had a phone conversation with [Klopp] that lasted about one-and-a-half to two hours,” said Johan Bakayoko after transferring to Leipzig from PSV Eindhoven. “We discussed everything, and I realized he truly understands football.”
Klopp’s approach went beyond a friendly handshake and smile during Bakayoko’s contract signing; he actively lured the talented Belgian winger to Leipzig amidst competition from other clubs. “He clearly knows the game, and I sensed he understood how to guide me toward my ambitions,” Bakayoko noted. This influence played a significant role in his decision to join Leipzig.
Ultimately, Leipzig completed the transfer with an €18 million fee, and Bakayoko has already netted three goals in his first 786 minutes on the pitch.
Bakayoko’s acquisition marked the centerpiece of a significant summer rebuilding effort for Leipzig. Following the departures of Benjamin Sesko to Manchester United, Loïs Openda to Juventus, and Xavi Simons to Tottenham Hotspur, the Bundesliga side invested approximately €92 million on players aged 22 or younger: Bakayoko, Yan Diomande, Conrad Harder, Ezechiel Banzuzi, and Andrija Maksimovic.
Thus far, this has proven to be a wise investment, as Leipzig currently holds the fourth slot in the Bundesliga, only three points behind second-placed Borussia Dortmund. This is a marked improvement from the previous season when Leipzig finished seventh and failed to qualify for European play.
The disappointing 2024-25 campaign triggered managerial changes, with Leipzig parting ways with Marco Rose in March.
Rose, who played 157 matches for Klopp at Mainz between 2002 and 2008, was ultimately supported by Klopp’s decision to be relieved of his duties despite their long-standing friendship.
The relationship soured after a match against Borussia Mönchengladbach on March 29, where Klopp delivered a motivational speech before the match, only for Rose to follow it up with his address, contrary to prior agreements. Leipzig lost the game, and Rose was dismissed the following day.
A few weeks earlier, Klopp had been opposed to Rose’s firing, but after the Gladbach game, his stance changed. Ole Werner succeeded Rose in July and has quickly surpassed expectations.
Klopp must navigate the complexities of his relationships as he transitions from friendship to professional obligation. When New York Red Bulls relieved manager Sandro Schwarz and sporting director Jochen Schneider of their duties at the end of the 2025 MLS season, a German sports outlet headlined, “Klopp throws his buddy out.”
Like Rose, Schwarz had played under Klopp at Mainz, and the two share a close bond. As demonstrated in the past year, personal relationships have not shielded Klopp’s friends from dismissal when it conflicts with Red Bull’s ambitions.
Despite the recent firings, Klopp values having trusted colleagues within the organization. Due to the extended managerial search at Leipzig, Klopp wanted to appoint someone experienced to evaluate coaching candidates ahead of time, choosing Jürgen Kramny, yet another former Mainz player.
Kramny managed VfB Stuttgart and Arminia Bielefeld between 2015 and 2017 but had been out of the coaching spotlight before joining Red Bull, having managed a fifth-division team last season.
“Why didn’t anyone recognize Coach X, who managed to secure a 12th-place finish with a team that others would have sent down? Because we didn’t look closely enough,” Klopp explained his rationale behind hiring what is essentially a scouting manager.
Klopp’s focus has been on establishing new roles and refining Red Bull’s overall strategy in football, fostering discussions with potential signings. This aligns perfectly with his passion for building, as evidenced by his previous success at Mainz, Dortmund, and Liverpool. Each of these clubs was struggling when he arrived, and he even initiated a second rebuilding phase at Anfield before concluding his celebrated tenure.
Though Klopp appeared fatigued towards the end of his time at Liverpool, it’s hard to imagine him remaining solely in a boardroom role indefinitely. A return to coaching at a high-profile club seems plausible, especially given that he was appointed with the understanding that he could leave for a significant opportunity—such as managing Germany—if it arose. How smoothly such a transition would occur remains to be seen. Mintzlaff appears to be optimistic that Klopp is committed to remaining with the organization.
“Jürgen has expressed that he’s not interested in coaching at the moment,” Mintzlaff noted. “However, that could change during this phase of his career.”
Mintzlaff emphasized that Klopp has numerous ideas for advancing Red Bull’s football initiatives, which is invaluable for the company as it strives for broader acceptance in the football community, particularly in Europe, unlike in Formula 1.
For Klopp, while he may not be at the forefront of football as he once was for over a decade, his infectious energy remains. It’s hard to envision him not returning to a coaching role in the near future.