This Wednesday, Jürgen Klopp officially begins his new role as Global Director of Football at Red Bull.
The successful former coach faces many challenges, ranging from sporting crises in Salzburg and Leipzig, to developing the talent pool, to regular fan protests. In his new role, Klopp will oversee Red Bull’s international football projects, which include clubs such as RB Leipzig, Red Bull Salzburg, Leeds United, New York Red Bulls, Red Bull Bragantino, and Omiya Ardija.
According to BILD, Klopp will arrive for his first days of integration in Salzburg on January 6 or 7. Subsequently, the star coach will head to RB headquarters in Munich. On January 12, the 57-year-old is due to meet RB coach Marco Rose in Leipzig. Klopp is expected to be officially presented at a press conference on January 14.
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At the end of January, Klopp will embark on a major world tour. Its objective is to familiarize yourself with the places and the teams on site in order to better understand the existing structures. A close colleague, Peter Krawietz, who has already worked with him at Dortmund and Liverpool as assistant coach, will accompany him in this new role.
His first stop will be São Paulo in Brazil, followed by visits to the New York Red Bulls, Omiya Ardija in Japan and Paris FC in France. Klopp has said he will not commit to Leeds United due to his previous links with Liverpool.
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What awaits Klopp is well known to Austrian national team coach Ralf Rangnick. “I have been in this position for a year and a half. I know it can be a very exciting, demanding and complex task, but it also requires a lot of time,” said the architect of RB football. Previously, he had already helped with team planning for clubs in Brazil, New York and Leipzig.
However, Klopp’s role will be even more intensive. He is expected to take the failing success model to a new level, becoming the brains behind RB’s DNA, akin to a Rangnick 2.0. Klopp will implement his footballing philosophy as part of RB. The global network of clubs in Leipzig, Salzburg, Brazil, New York and Japan must be woven together in a complex way, and talent development must improve. To date, no player from Brazil or New York has managed to establish themselves permanently in Leipzig. The previously reliable talent training center in Salzburg has also experienced difficulties recently.
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In addition, the sporting situation poses challenges. Salzburg were dethroned as defending champions last summer and currently sit fifth in the table. Leipzig is out of the running for the German championship and has already been eliminated from the Champions League. However, Marco Rose’s position remains secure, with Klopp giving the Leipzig coach full support. “Jürgen has given absolute support regarding Marco Rose,” said Red Bull managing director Oliver Mintzlaff.
Klopp was not hired to put out fires at the premium club when problems arise. Its role is to focus specifically on the broader context, acting as a consultant and guiding force rather than remaining on the sidelines. It should be noted that New York’s presence in the Major League Soccer final was just a “plus.” It will be interesting to look at the developments regarding Leeds United and Paris FC.
Klopp’s appointment is seen as a strategic masterstroke by the drinks company. Red Bull sells around twelve billion cans every year, promoting a lifestyle with its products. Klopp fits in perfectly as a figurehead in this regard. However, the marketing effect is seen as a bonus rather than the main purpose of the deal. However, Klopp will certainly have little time for skiing in the future. His schedule will be busy, initially filled with introductory visits. On January 14, the current plan is for the presentation to take place in Hangar 7 in Salzburg in front of hundreds of journalists.
However, anti-RB protests are expected to continue. The recent uprising occurred less than a month ago. In Kiel, some supporters saw fit to represent Klopp’s face with a crosshair and designate him as the gravedigger of football. In the past, Klopp has shown understanding for the Red Bull model and expressed his admiration for Leipzig. “The whole idea is a football concept, not a money idea. Frankly, I like it,” the coach said.
In football circles, the Red Bull model is generally perceived less critically than by supporters. “Let’s ask the people in Leipzig what they think. I believe there has been something significant built there, and RB is very important for the region,” said the former Leipzig winner. German World Cup Philipp Lahm at Kicker. “Leipzig has established itself but is not taking the next step. Bringing in someone like Jürgen Klopp, who knows the path to the next step, can work!”
