Red Bull Salzburg signs innovative shirt sponsorship deal

Austrian Bundesliga football club Red Bull Salzburg is to trial a new shirt sponsorship model as part of an expanded deal with existing partner, fruit juice producer Rauch Fruchtsäfte.

Under the agreement, the shirt of the team’s youngest starting player will feature Rauch Fruchtsäfte branding on the chest and sleeves area.

The shirts of the remaining 10 players will continue to feature the logo of energy drinks giant Red Bull, which owns the club. The deal will cover league and domestic cup matches during the 2017-18 season.

Red Bull’s youngest player that takes to the field each game will be known as the ‘Rauch Rookie of the Match’.

The club’s managing director Stephan Reitner said: “The company Rauch itself stands for innovation, quality, dynamism and freshness. Because it fits very well with us, we thought that we wanted to wear the logo not only on the sleeves, but also to present the youngest player in the starting position as ‘Rauch Rookie of the Match’."

Rauch Fruchtsäfte first partnered with the club in 2015.