As European clubs continue their quest to win over American soccer fans, German teams have emerged as frontrunners, promoting their fan-centric culture in the United States despite language barriers.
The latest team to embark on this journey is RB Leipzig, the East German powerhouse that has rapidly ascended by navigating German football’s ‘purist’ rule, a rise that is both inspiring and contentious.
During a four-day visit in April, DailyMail.com received an exclusive behind-the-scenes tour of the club’s operations and engaged with several key figures within the organization, leading to the announcement of Leipzig’s inaugural international tour in the United States. They are set to face Aston Villa at the home of their sister club, the New York Red Bulls, on Wednesday, followed by a match against Wolverhampton Wanderers in Miami on August 3.
This marks a significant milestone for the club as they seek to enhance their reputation beyond Germany, where a significant number of soccer fans view RB Leipzig as contrary to the essence of their football culture.
As an organization, Leipzig aims to align itself with themes of innovation and technology, telling the story of its remarkable journey from the fifth tier to regular Champions League participation in just 15 years. Now, they are eager to resonate with soccer fans in the USA.
RB Leipzig is off on its first international tour – playing two matches in the United States
DailyMail.com got an inside look at the workings of Germany’s most controversial club
Team leaders believe now is the opportune time for their inaugural international tour.
“Why now? Because we are ready now,” stated Johann Plenge, RB Leipzig’s Chief Strategy Officer, during an event in Germany unveiling the American tour.
“We see ourselves as one of the top four Bundesliga clubs in terms of engagement in the US, making this the right moment for the club, the staff, and everyone involved in this journey to go abroad.”
In the US, they are following the lead of several Bundesliga teams that have enhanced their international presence by competing in America.
Germany’s two leading clubs, Bayern Munich and Borussia Dortmund, have both established offices in New York City. Leipzig hopes to follow a similar trajectory but views this tour as a critical initial step.
A key aspect of the club’s success in the US involves the New York Red Bulls, not only for the match at Red Bull Arena in New Jersey.
The club has utilized RBNY’s facilities for training and collaborated with their sister club to promote ticket sales for the Villa match.
Sources from within the club say they intend to leverage RBNY’s established connections within the American market to set themselves apart from other European clubs. They also plan to share insights about the global market and landscape to assist RBNY in its worldwide growth.
“We are not just here for a marketing tour or to ‘cash in,’” one source emphasized, adding, “For us, engaging with local fans and doing meaningful activities is how we distinguish ourselves.”
RB Leipzig chief Johann Plenge believes the club is ready to look outside German borders
The Festwiese outside the Red Bull Arena prior to RB Leipzig’s game with Borussia Dortmund
It’ll be impossible to replicate the atmosphere that the Bundesliga prides itself on in the USA
As Leipzig enters the American market, they face a significant challenge. Not only do they contend with established Bundesliga teams like Bayern and Dortmund, who have long been active in the US, but they also compete against Premier League clubs, which enjoy both a perception of higher quality and a language advantage with the majority of the American populace.
To address these challenges, Leipzig has initiated an English-language social media presence, while also maintaining realistic expectations for their first venture in the United States.
A source shared with MailSport, “We cannot expect to conquer the US market with just one visit, regardless of how exciting our initiatives are. This is just one of many steps to come.”
By observing how their German counterparts have entered the market, RB Leipzig hopes to learn valuable lessons that could lead to success.
Prior to a match between Borussia Dortmund and RB Leipzig in late April, Dortmund’s marketing director Carsten Cramer shared insights with DailyMail.com regarding their experiences in the United States.
“You need to constantly evaluate your brand’s standing,” said Cramer. “Never fabricate a story that lacks authenticity simply to attract attention; it will ultimately lack credibility.”
Borussia Dortmund marketing director Carsten Cramer speaks to reporters in April
The Red Bull Arena overlooking the Elster Basin in Leipzig, Saxony, Germany
An empty Red Bull Arena days prior to a match with Borussia Dortmund in April 2024
This leads to the conversation about Red Bull, a brand that cannot be overlooked in discussing the club’s journey.
A fundamental principle of German football is the 50+1 rule, which ensures that paying member fans maintain majority ownership of their clubs, preventing takeovers by outside entities.
Some teams like Bayer Leverkusen and Wolfsburg, which have close ties to large corporations since their formation, have been exempt from this rule, while others, such as Hoffenheim, have faced backlash.
RB Leipzig finds itself in a similar situation to Hoffenheim but has experienced greater success due to its association with the Austrian beverage giant.
Club sources indicate that the controversy surrounding their relationship with Red Bull primarily concerns the German audience and was largely focused during their early Bundesliga tenure. They reference recent Nielsen polling data that ranks them as the seventh most popular club in Germany, suggesting that their narrative is resonating with fans.
Despite this, protests have persisted. In early April, Leipzig’s away fans discovered their section at Heidenheim stained with a foul odor from butyric acid. Earlier in the season, Union Berlin supporters abstained from cheering for the first 15 minutes of their home game against RB Leipzig. In the past, some fans have chosen not to attend home games altogether.
“As with many things, people tend to adapt over time, and the intense initial hostility may have lessened,” noted German soccer journalist Raphael Honigstein in conversation with DailyMail.com. “However, to very loosely interpret [Nielsen’s findings] as increased support or decreased dislike is a stretch.”
The club has won two DFB-Pokal titles (right) as well as the DFL-SuperCup (center)
An interior look at RB Leipzig’s training facility in Leipzig, Saxony, Germany
An exterior look at RB Leipzig’s training facility in Leipzig, Saxony, Germany
Despite the perception of the club in Germany, sources within RB Leipzig believe that the same level of controversy will not affect their reputation in the United States, as international sports investment is generally accepted.
What kind of image do they wish to cultivate? Primarily, they want to emphasize that, despite their significant financial backing, their journey from the lower leagues to their current status is a commendable achievement.
The club intends to communicate their narrative: a story of overcoming four promotions in the first eight seasons, which could be framed as an underdog saga.
Just a few years ago, they stunned everyone by reaching the semifinals of the Champions League. Now, they consistently participate in top-tier European competitions.
They also aim to showcase their commitment to developing talent organically within the Red Bull Soccer framework. One club representative highlighted, “We don’t buy Messi’s; we create them,” through their unique technological advancements and a robust scouting system, which includes tools like the SoccerBot 360.
Moreover, Leipzig seeks to amend a narrative of national significance by emerging as a successful East German club competing at the highest level.
Even though they aren’t among the original teams from the DDR-Oberliga, such as Hansa Rostock, Dynamo Dresden, or FC Magdeburg, RB Leipzig has managed to attract talent and pride from across the former Eastern Bloc due to their exceptional rise.
RB Leipzig is hoping to align itself with the latest in training technology and innovation
That includes their use of the SoccerBot360 – a fully immersive and interactive training tool
As one Leipzig source told DailyMail.com, ‘We don’t buy Messi’s, we make Messi’s’
It remains to be seen how the American audience will respond to Leipzig’s message. The club appears eager to cultivate a sense of identity and success while minimizing the controversies tethered to them in Germany.
Nevertheless, club representatives affirm that this tour is just one phase of their broader international growth: “This tour is a crucial step, but we must continue to share our story through various opportunities in the market, even beyond this tour.”
How American soccer fans will react is uncertain. While some may already have strong opinions about RBL due to following Bundesliga closely, others could be more indifferent, choosing to embrace a club associated with a popular brand and its underdog narrative.
Ultimately, there’s little doubt that this moment is ideally timed, set in a familiar landscape leveraging Red Bull’s established presence, allowing the club to pursue globalization effectively.
What remains to be seen are the results: Will they be invigorating, akin to a can of their renowned energy drink? Or will they fizzle out, much like a stale can of Red Bull?
