Drinks firm Red Bull seals Newcastle Falcons deal

A rugby union side is targeting “trophies in the coming years” after a high-profile takeover, bosses have said.

Newcastle Falcons has been bought by energy drink maker Red Bull and rebranded Newcastle Red Bulls.

Officials say the move will “elevate rugby to new heights and deliver unforgettable moments for fans”.

They add existing director of rugby Steve Diamond will remain in post, to “set the foundations for a club that aims to compete for trophies in England and Europe in the coming years”.

They have also promised a “strengthened academy programme and world-class fan experience”.

The agreement adds another sporting club to Red Bull’s commercial portfolio, which already includes Formula One teams Red Bull Racing and Racing Bulls, German football club RB Leipzig and US Major League Soccer side New York Red Bulls.

Oliver Mintzlaff, Red Bull chief executive of corporate projects and investments, said: “We aim to elevate rugby to new heights and deliver unforgettable moments for our fans.

“We’re delighted to have acquired Newcastle Red Bulls and look forward to empowering the club to reach its full competitive potential.”

The takeover comes as bosses continue to make additions to the PREM Rugby side’s playing staff ahead of next season.

Those moves have seen hooker George McGuigan return to Tyneside after spells with Gloucester and Welsh side Ospreys, and players including back-row Ollie Leatherbarrow, centre Connor Doherty and lock forwards Finn Baker and John Hawkins sign fresh deals with the club.

The Falcons’ 2025/2026 season is set to begin on September 12, with a home Premiership Rugby Cup tie against Harlequins.

League action will get underway on September 26, with Saracens the visitors to Kingston Park.

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