Wings of Change

How the World's Biggest Energy Drink Manufacturer Made a Mark in Football

Karan Tejwani

• Publisher: Pitch Publishing Ltd
• eBook ISBN:
  9781785318153
• Year: 2020

Wings of Change is the story of how the world's biggest energy drinks company made its mark in football. After years of success in beverages and extreme sports, Red Bull took over their local club, SV Austria Salzburg, controversially changing its name, crest, colors, and history. While Red Bull were going strong, they faced a backlash from supporters who claimed they were damaging the integrity of the sport. Angry displays were seen at the ground and fans formed a phoenix club to honor the history of their former team. Similar projects soon followed in New York, Leipzig, São Paulo, and Sogakope and again provoked hostility. Within a few years, Red Bull had captured the attention of the footballing world, developing an exciting line of talent across the globe. Now an established force in football, Red Bull's two most successful teams, RB Salzburg and RB Leipzig, are more prominent than ever. This book reveals how Red Bull changed the game, exploring their successes, controversies, and innovations.

Table of contents

• Cover
• Title Page
• Copyright
• Contents
• Acknowledgements
• Bull’s Eye
• A Tale of Two Clubs
• Empire State of Soccer
• The Leipzig Revolution
• Plan A to Z
• Youthful Innovation
• Kapital, Konzept and Kompetenz
• Finding the Best of the Best
• Comfortable with Being Uncomfortable
• New York’s Finest
• Made in Stalybridge
• Menschenfänger
• A Promise to My Father
• A Sporting Dynasty
• Beyond Borders
• Continuous Improvement
• Backlash
• The Battle Within
• Learning by Doing
• Creating a Legacy
• Spreading Their Wings
• Newspapers, Magazines and Online Sources
• Books, Podcasts and Docuseries
• Photos