Red Bull acquires Newcastle Falcons, rebrands as Newcastle Red Bulls

Red Bull has completed its takeover of Newcastle Falcons, marking the first rugby union club to enter the company's global sports portfolio. The club will compete next season as Newcastle Red Bulls, remain based at Kingston Park, and be backed by Red Bull’s resources and marketing engine. Steve Diamond will stay on as Director of Rugby, as the new owners outline plans to develop a world-class academy, attract high-caliber coaches and players, and pursue trophies in England and Europe.

The deal positions Red Bull alongside its existing and expanding portfolio across several sports, and signals a broader strategy of building unified, high-visibility brands around elite teams. The group has a long track record in Formula One and football, and its leadership says the move is designed to elevate rugby to new heights, delivering memorable experiences for fans while tapping into the company’s proven playbook of cross-sport synergy. In the immediate term, Red Bull intends to keep Kingston Park as the club’s home and to accelerate investment in talent pathways and fan engagement as the club looks to reverse years of underperformance.

Newcastle’s owners cautioned that the club’s...