Jurgen Klopp is in danger of undermining his credibility and populist persona by taking on his new role as global head of soccer at Red Bull. The German, who was widely regarded as the ‘man of the people’ following spells at Borussia Dortmund and Liverpool, will begin working with the energy drink company in the new year.

He won’t be involved in day-to-day operations but will advise teams on playing philosophy, transfer strategy and coaching development. Red Bull currently owns RB Leipzig in Germany, Red Bull Salzburg in Austria and New York Red Bulls in the United States, as well as Red Bull Bragantino in Brazil.

The soft drink brand also dabbles in other sports, such as Formula One, Cycling and Canoe Racing, among countless others. Red Bull’s football clubs have enjoyed great success, creating new opportunities for its surrounding communities, yet their teams’ meteoric rises to superstardom have been frowned upon.

For instance, there is a 50+1 rule in the Bundesliga, which essentially gives fans majority ownership and not an outside influence or investor. RB Leipzig do not have an exemption, but, according to The Athletic, they only have 17 voting members – and most of those are Red Bull employees.

Unsurprisingly, there is little love for the club in Germany, where many believe they challenge fan-first culture. So, with Klopp fronting the evolution of Red Bull in football, his appointment has not gone down well – especially since he established himself in Dortmund and Merseyside as a ‘man of the people’.

After the 57-year-old was unveiled by Red Bull, the Dortmund fanzine ‘Schwatzgelb‘ claimed that he’s destroyed his reputation. An excerpt reads: “The successful coach was a good fit for BVB precisely because he is a master of rhetoric. He seems approachable on a human level, like ‘one of us.’

 

“The normal one… unfortunately, normal on all levels, as we now see. Normal like everyone else in this dirty business. But if we’re honest, he hasn’t been one of us for a long time. Anyone who makes millions and millions and accepts every advertising deal that comes along is increasingly moving in a world far removed from those who idolize him: the fans.”

Pulling no punches, the Dortmund fanzine ‘Schwatzgelb‘ added: “Jürgen Klopp never loved football. Jürgen Klopp is simply a good speaker and marketing expert who knows how to sell himself. Now he has revealed his true face. One that will hopefully not be seen again in Dortmund any time soon.”

Ironically, in 2017, Klopp slammed the multi-club model, which Red Bull have spearheaded over the years. He said: “I’m a football romantic and I like tradition in football and all that stuff. In Germany, only two clubs sing ‘You’ll Never Walk Alone’ before the game – and that is Mainz and Dortmund.”

Nevertheless, Klopp has fallen into the same trap as Wenger once did. Shortly after joining FIFA as the chief of global football development in November 2019, the former Arsenal boss was heavily criticised for his comments about ‘political demonstrations’ at the World Cup.

Wenger seemed to suggest that players should focus on matches, rather than raising awareness for LGBTQ+ rights and migrant workers in Qatar. The Norway manager took a stand, branding the Frenchman as ‘brainwashed’.

“It shudders me to see that the smartest man in the world, Arsene Wenger, who has been looked up to over the years, has somehow been brainwashed and is now making the most stupid statements,” said Stale Solbakken on Norwegian TV channel TV2, as quoted by the Mirror.

“It’s scary with all the people we’ve looked up to in the football world for years. There is a polarisation taking place right now. And I’m afraid that it will only get worse.”

Encouraging players to speak their minds, Solbakken added: “FIFA has been the biggest failing. I think nobody is comfortable with it. My personal concerns are on the human rights issue and how FIFA have handled it, which has not been good. I don’t think football has done enough, I don’t think journalists have done enough.

“It’s only in the last few years that it is suddenly ‘oh the World Cup in Qatar’. The first years after it was given to Qatar, the whole world was more or less asleep, including football people and journalists. We have had strong feelings about Qatar all along, and have tried to put pressure on FIFA and on the political side of it.”

Sadly, Klopp and Wenger have both somewhat dented their credibility after taking up new roles after management. One day they’re the moral compass of the Premier League. The next, they’ve shattered the hearts of thousands, if not millions, of supporters…