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SBD Global/March 12, 2013/Marketing and Sponsorship

Red Bull Takes Over DEL Club EHC Munich; Racing Team To Rebrand Renault Engines

Austrian energy drink producer Red Bull "has officially entered German hockey and will take over German Hockey League (DEL) club EHC Munich on May 1," according to the SALZBURGER NACHRICHTEN. The shares of current club shareholder Michael Phillips "will be acquired by the company of billionaire Dietrich Mateschitz." Red Bull "signed on as the team's title sponsor and saved it from bankruptcy" in May. A club statement said: "EHC Red Bull Munich will therefore stay in Munich and participate in the upcoming '13-14 DEL season." The EHC Munich will become the second Red Bull-owned hockey team besides Austrian side EC Red Bull Salzburg (SALZBURGER NACHRICHTEN, 3/11). 

GLOBAL MOTORSPORT MEDIA reported Red Bull "is not ruling out rebranding its Renault engines in future." French engine supplier Renault is regarded as Red Bull's works partner. However, Red Bull Racing Team Owner Mateschitz has admitted that "the team's Renault engines could be rebranded, as the title sponsorship with new title partner Infiniti is further ramped up." Mateschitz said, "Yes, at some point there could be a Red Bull-Infiniti" (GMM, 3/10).
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