As midnight approached on New Year’s Eve, Frankfurt Opera Square buzzed with excitement as athletes and notable figures gathered to celebrate. Jürgen Klopp’s recent appointment with the Red Bull network is set to influence RB Leipzig, where he engaged in discussions with head coach Marco Rose. Klopp’s role in the organization will be further detailed in an upcoming press conference. Meanwhile, skepticism among German fans reflects mixed feelings about his transition from coaching to a broader football strategy role.
As the clock struck midnight on New Year’s Eve, the Frankfurt Opera Square buzzed with excitement. The trendy venue, Papa Enj, set the tone with upbeat music, while a lively group of athletes celebrated nearby, including Pascal Hens, the former handball star, and Axel Hellmann, the CEO of Eintracht Frankfurt.
Notable figures like Marco Rose, head coach of RB Leipzig, and Sandro Schwarz, the coach of New York Red Bulls, were also in attendance. The only thing missing was Jürgen Klopp, who is soon relocating to Wiesbaden. If he had joined the gathering, the trio of Mainz 05 alumni would have celebrated the New Year together.
Exciting Conversations Ahead with Klopp
Now, it seems that what was meant to be is finally coming together. Klopp, the newly appointed football figure from the Red Bull network, engaged in discussions with Rose at the club’s training facilities on January 13, 2025. This followed his surprising appearance in the stands the previous day during the Bundesliga match where RB Leipzig triumphed over Werder Bremen (4:2).
‘Everyone is looking forward to him, including me’, Rose commented about Klopp, adding, ‘His experience as a top coach in England will provide invaluable insights into squad planning. Klopp has a vast network, and his personality is well-known. I believe we can gain a lot from this collaboration.’ The two coaches have a history, and Rose noted, ‘We exchanged New Year wishes and expressed our desire to connect further.’
Klopp Steals the Spotlight at RB Leipzig
Klopp’s debut in the VIP section of the Red Bull Arena alongside sports managing director Marcel Schäfer made headlines, despite the successful performance of the Red Bulls providing ample discussion fodder. His infectious smile has caught the attention of many.
On Friday, the new ‘Head of Global Soccer’ was seen enjoying an ice hockey game featuring the Red Bull Munich team, and the following day, he visited FC Paris, a French second division club, alongside technical director Mario Gomez, who will share office space with Klopp in Munich, near the English Garden.
A Media Sensation in the Making
The specifics of Klopp’s role within the organization will likely be revealed during a press conference on Tuesday at 2 PM at Hangar 7 in Salzburg. Oliver Mintzlaff, the managing director responsible for Klopp’s controversial appointment, will also be present at this media event.
The players of RB Leipzig seem to be regaining their form nationally, although the team’s international setbacks are irreversible. Klopp’s late arrival meant he couldn’t prevent their exit from the Champions League.
Shared Journeys of Rose, Schwarz, and Klopp
Marco Rose, 48, and Sandro Schwarz, two years his junior, both had their formative years as players in Mainz, partly under Klopp’s guidance. Their coaching careers took different paths—Rose through Red Bull Salzburg, while Schwarz ascended to lead a first-division team. None of them could have predicted that their journeys would intertwine through Mainz, Dortmund, Berlin, Salzburg, New York, and Liverpool.
The Red Bull brand has expanded globally, owning clubs in Japan, Brazil, England, and Spain, including Omiya Ardija and RB Bragantino. Clubs like Leeds United and Atletico Madrid are also open to partnerships or sponsorship arrangements, presenting Klopp with a worldwide challenge. If anyone can captivate a global audience, it’s certainly this charismatic figure.
The acquisition of football clubs around the world reflects a broader trend in international football known as Multi-Club Ownership.
Sport and Marketing: A Powerful Duo
Klopp has never criticized Red Bull’s football endeavors, which began over 40 years ago by Dietrich Mateschitz and Chaleo Yoovidhya. Today, their two sons own 49 percent of the shares each and are minimally involved in daily operations. The company, generating over ten billion euros annually, operates in the spirit of its founders.
Five years ago, a significant portion of the total revenue—approximately one-third—was directed towards marketing. Sports serve as a powerful tool to engage young audiences globally, and Klopp is now part of that strategy.
After stepping down as coach of FC Liverpool last summer, Jürgen Klopp has found a new role—though it isn’t as a coach.
German Fans React with Skepticism
It remains to be seen how Klopp’s messages will be received in German stadiums. Offensive banners have appeared in Kiel, Dortmund, and Mainz, where he left an enduring legacy. Many fans feel betrayed.
Perhaps Klopp isn’t seeking their approval but aims to demonstrate that his knowledge, conviction, aura, and experience can lead to success in international football without the title of coach. If successful, it could lead to a grand celebration in the future.