Red Bull's 'Dr football' role at odds with Jürgen Klopp's former club ethos

Yesterday at 03:36 PM

'Global head of soccer' at an energy drink brand seems a world away from the rough and tumble of the touchline

Flanked by Formula One cars bearing the appropriate livery, Jürgen Klopp cracked open a can of Red Bull and started talking. Product placement has always come naturally to the energy drink brand and here, on home turf, little fanfare was spared in putting a shiny new asset front and centre. This moment had been well over two years in the making but now their head of global soccer could broadcast his mission statement to the world.

These were jarring surroundings in which to see Klopp, champion of the raw and the real, begin his new career. Hangar-7, an events space overlooking the runway at Salzburg airport, lets the public inspect a fleet from a selection of Red Bull's more daredevil sporting endeavours. The lines are smooth, the Alpine light clear, the corporate self-assuredness pervasive. It could not have felt further from the rough and tumble of the touchline at Liverpool or, even less, Dortmund.