Veganz becomes an Official Partner of RB Leipzig
Partnership to initially run until June 2024 | Vegan offerings in the Red Bull Arena | Nutritional support across the whole club
A healthy treat! RB Leipzig’s newest partner is Berlin-based company Veganz Group AG. Named Germany’s most innovative Food Brand 2021, Veganz will be an Official Partner of RBL for three years.
The partnership sees the Red Bulls working alongside Germany's most innovative food brand, as awarded by renowned German magazine "Handelsblatt".
Veganz, founded in 2011, and RB Leipzig, founded in 2009, share a similar history as young, dynamic and ambitious organisations with strong visions and clear concepts. While a purely plant-based diet was still a niche topic ten years ago, Veganz was able to use its brand idea to make a decisive contribution to changing people's nutrition and health awareness and making veganism socially acceptable.
In Germany alone, over 1.8 million people are currently already following a vegan diet. RB Leipzig and Veganz now want to introduce this healthy and sustainable form of nutrition to professional sports and to the Red Bull Arena, communicating that vegan nutrition is a sustainable alternative both for competitive athletes on the pitch and for football fans in the stadium.
For the first home game of the new Bundesliga season against VfB Stuttgart this Friday (August 20, kickoff: 8:30 CEST), Veganz will be offering some of its products from its wide portfolio in selected kiosks at the Red Bull Arena.
The vegan range will be initially centred around snacks and sweets and will be further expanded in the coming weeks, so that hot meals from the Veganz product portfolio will then also be integrated into the existing food offering at the Red Bull Arena. In addition, there will be a specialty kiosk that will only serve the products of the Berlin-based food brand.
Veganz will also play a key role in shaping the entire nutritional concept at the RBL Football Academy in the future and, in addition to the professionals, will also support and advise the women's and junior teams as well as the RBLZ Gaming eSports athletes with its products.
The overall diet of the first team already incorporates many vegan elements - for example, predominantly vegan carbohydrates or vegan products as the primary source of protein. Players regularly follow a completely vegan diet; such as Marcel Halstenberg and Dani Olmo at the moment.
In addition, Veganz will have attractive areas of presence for brand communication: In the Red Bull Arena, the Veganz logo and the brand slogan "Iss mal was fürs Klima" ("Eat something for the climate") will be visible on the LED boards for TV viewing and on the digital screens during Bundesliga home games. Furthermore, the partnership secures Veganz a visibility in RB Leipzig surroundings - among other things through classic use of logo and name rights, joint media activities, product placements as well as joint engagement and content formats. Further activations and cooperation projects within the RBL sustainability strategy are planned for the future.
Jan Bredack,
CEO and founder of Veganz:
"We at Veganz are incredibly proud to be able to enter the world of professional sports and, together with RB Leipzig, make plant-based nutrition accessible to an even broader target group, because we are convinced that a plant-based, climate-friendly lifestyle will become indispensable in the coming years. Young, wild, innovative and rooted in our region - these are our common characteristics that have brought us together.
RB Leipzig is therefore the perfect partner for Veganz to take the subjects of climate and environmental protection in the context of plant-based nutrition to a new level, even in Germany's national sport. Our common goal is to improve the selection and variety of vegan and sustainable products and at the same time promote acceptance around the topic of veganism."
Florian Hopp,
Finance director, RB Leipzig:
"We are delighted to have Veganz, a creative and forward-looking food partner, at our side. Veganz is one of the leading German brands for plant-based foods and we will make use of our partner's expertise and vegan offering for the whole of RB Leipzig - across the sport, in the office and in the Red Bull Arena.
With Veganz, we can also take new and innovative steps in the area of nutrition and show that sports and vegan nutrition go very well together. In addition, with this cooperation we are continuing to drive the issue of sustainability, which is central to RB Leipzig. Veganz products are healthy and sustainable at the same time. From now on, our fans can enjoy an even more diverse service in the stadium and at the same time contribute something to a positive environmental balance."