Wings of Change , livre ebook

Pitch Publishing Ltd - Karan Tejwani

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126 pages

English

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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, colours 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 honour the history of their former team. Similar projects soon followed in New York, Leipzig, Sao 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.

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Publié par	Pitch Publishing Ltd
Date de parution	09 novembre 2020
Nombre de lectures	0
EAN13	9781785318153
Langue	English

Informations légales : prix de location à la page 0,0500€. Cette information est donnée uniquement à titre indicatif conformément à la législation en vigueur.

Extrait

First published by Pitch Publishing, 2020
Pitch Publishing
A2 Yeoman Gate
Yeoman Way
Durrington
BN13 3QZ
www.pitchpublishing.co.uk
Karan Tejwani, 2020
Every effort has been made to trace the copyright.
Any oversight will be rectified in future editions at the earliest opportunity by the publisher.
All rights reserved under International and Pan-American Copyright Conventions. By payment of the required fees, you have been granted the non-exclusive, non-transferable right to access and read the text of this e-book on-screen. No part of this text may be reproduced, transmitted, downloaded, decompiled, reverse-engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission of the Publisher.
A CIP catalogue record is available for this book from the British Library
Print ISBN 9781785317293
eBook ISBN 9781785318153
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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
Menschenf nger
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
ACKNOWLEDGEMENTS
IN NOVEMBER 2019, I watched a very good RB Leipzig team wallop Mainz 8-0. What impressed me was the speed and relentlessness of this team, who, even after taking a substantial lead, weren t backing down. A month later, Red Bull Salzburg lost at home to Liverpool in the Champions League. Despite the defeat, this diverse squad were exciting to watch, and it wouldn t have been a shock to see them win.
Those two matches stood out and were the inspiration for Wings of Change . This group of Red Bull clubs who are despised around the world - and rightly so - are doing extraordinary work on the pitch and have a sustainable model that will benefit them for years. Converting their short history into this book was fascinating.
No work of non-fiction is complete without the help of several people. For Wings of Change , there are some that I d like to thank who have contributed to it. First, a huge thanks to Jane and Paul Camillin from Pitch Publishing who agreed to take the book on. Thanks also to Duncan Olner, who designed the neat cover.
Next, a special thanks to all the journalists, bloggers, writers and fans who spoke to me and contributed to this book with their intuition. They helped me aplenty with my research. In alphabetical order, they are: Abhimael Mela, Bastian Pauly, Benjamin Siwale, Brian Sciaretta, Caio Vinicius da Silva Soares, Chris Medland, Derek Rae, Eric Friedlander, Filipe Rodrigues, Franco Panizo, Gerhard Reitner, Graham Ruthven, Guido Sch fer, Jack Brace, Jack Pitt-Brooke, Joe Goldstein, Johannes H fer, Joshua Law, Kristian Dyer, Mark Fishkin, Matthias L ffler, Raphael Honigstein, Robbie Blakely, Ronan Murphy, Samarth Kanal, Stefan Schubert, Tom Scholes and Uli Hesse.
I m grateful to Matt Ford and Constantin Eckner who helped me to better understand German fan culture and football in eastern Germany. Also, Tom Middler, Lee Wingate and Simon Clark from The Other Bundesliga podcast do an excellent job covering Austrian football in English, which is rare. They helped me greatly in many of the stories relating to Salzburg in this book. I must also thank Philipp Eitzinger for helping me grasp the complexities of the lower divisions of Austrian football.
I was also fortunate to get the chance to speak to Bradley Wright-Phillips (Los Angeles FC), Ernst Tanner (Philadelphia Union), Sandro Ingolitsch (SKN St P lten) and Xaver Schlager (VfL Wolfsburg) and I d like to thank them for taking the time out to talk to me. Their words provide plenty of insight.
I want to thank These Football Times and especially Omar Saleem. Without TFT, my love for long-form football writing would not have begun.
Heartfelt thanks to Al Diyafah High School in Dubai, without whom so much of what I know would not have been learned - their constant support, even when we are continents apart, is always appreciated.
Next, I d like to thank my parents, brother and my family, whose care is eternal and always appreciated. Most of this book was written during the COVID-19 pandemic and lockdowns the world over - my family were a constant pillar of support during these times. I love you all.
Finally, I want to thank you, the readers, for getting hold of this copy. Wings of Change is the work of several months and the biggest project I ve ever taken on. I m so pleased to share it with you.
I hope you enjoy reading it as much as I ve enjoyed writing it.
Karan Tejwani, August 2020
This book was originally set to include details for the entirety of the 2019/20 season, but due to the COVID-19 pandemic, Salzburg s run in the UEFA Youth League from the quarter-finals onwards has not been included. The New York Red Bulls revamped Major League Soccer season after the MLS is Back tournament has been excluded as well.
All transfer data is correct as of August 2020.
BULL S EYE
A QUICK scan through any of Red Bull s social media feeds tells you all you need to know about them. For a company that s grown to become the biggest energy drinks manufacturer in the world, their strategy to attract more consumers is simple: focus more on creating a brand that promotes a high-octane, high-energy, free-spirited lifestyle rather than promoting just the world-famous energy drink itself.
From snowboarding to skateboarding, surfing to kayaking and everything else that can be defined under the realms of extreme, Red Bull like to get involved. In many ways this is what has contributed to the success of their product and how they captured most of the market share in the energy drinks industry. The company has sold over 75 billion cans since their inception in 1987, but their focus goes beyond just the drink itself.
A cult drink in the modern day, its origins lie in Thailand, some 8,400 kilometres away from its current headquarters in Austria. It was here in 1976 that Chaleo Yoovidhya, a Thai entrepreneur, introduced Krating Daeng. The name literally translates to red bull, or red gaur, and it was sold in a unique 150 millilitre bottle that one would more usually find in a pharmacy. This simple formula of caffeine, vitamins and glucose caught the eye and taste buds of Thailand s many working-class people.
One of the primary ingredients in the drink is taurine, and this raised plenty of controversy and conspiracies. The word originates from its Latin form, Taurus, which means ox or bull and the initial conspiracies said that the taurine used in the drink came from bull semen. The organic compound aids muscle functions and boosts endurance. Myths were debunked immediately, and it was revealed that taurine was manufactured synthetically.
The fact that Krating Daeng was sold in a medicine bottle wasn t strange - at least not to the founder. Yoovidhya was the son of Chinese immigrants who moved to Thailand. In the mid-1950s, an aspiring Yoovidhya moved to the country s capital of Bangkok and tried plenty of different jobs, ranging from bus conductor to fruit vendor. The idea to sell pharmaceuticals then came about and, in 1956, he set up TC Pharmaceuticals, which manufactured antibiotics and cosmetics. It was here that Krating Daeng was born.
The energy drink market was untapped in the Far East at that time, with Japan s Lipovitan D being the only recognisable company. When that drink was first brought to Thailand in 1962, it caught the eye of many and that was Yoovidhya s inspiration. He made his version of the drink sweeter and more Thai-centric to appeal to the local market and his packaging captured that too. In the foreground were two raging gaurs - a significant sight in rural Thailand as bull fights were famous in the region - while in the background was a yellow disc.
This eye-catching product was a great marketing tool right from the start, and its taste made it a favourite of many in the region. Over the next few years, Krating Daeng s popularity in Thailand would go from strength to strength, with its logos largely visible at fighting events - especially Muay Thai, the country s beloved combat sport. While the company s profile was growing and the drink was hitting high levels of popularity, it took an Austrian to enable the beverage to go international and become the superpower it is today.
Enter Dietrich Mateschitz.
The Austrian marketer and the drink were the perfect match for each other. Born in Styria, Austria, to a family of Slovenian ancestry, Mateschitz was raised by two primary school teacher-parents and it took him ten years to graduate from college. He left the Vienna University of Economics and Business with a degree in marketing in 1972 and worked for several companies such as Unilever and Jacob s Coffee in Germany. That was until he became the marketing director at Blendax, where he promoted daily utility products like toothpastes and shampoos in a job that took him around the world.
It was in Thailand where all that marketing experience would be put to good use, when as fate would have it, he would come across a famous energy drink, Krating Daeng. Just like it had done with so many others in the country, it captured his attention too. Mateschitz recognised how quickly it cured his jet lag and immediately started learning just how popular, marketable and profitable this drink was.
Fate would play a part once again. Yoovidhya s pharmaceuticals company was a licensee of Blendax, making it easier for Mateschitz to conta