Inter Milan Signs Three-Year Global Partnership with Red Bull as Official Energy Drink Partner.

Roger Hampel

Image: Inter Milan

FC Internazionale Milano has announced a new three-year agreement with Red Bull, naming the Austrian company the club’s Global Energy Drink Partner through the 2027/28 season. The deal positions Inter as the only Serie A club currently partnered with Red Bull, adding a major global brand to its commercial portfolio during a period of sustained commercial expansion.

The partnership will debut during the Derby della Madonnina on November 23, where Red Bull branding will appear in substitution moments — a high-visibility placement designed around match flow and fan attention peaks.

A High-Profile Addition to Inter’s Commercial Strategy Inter Milan Red Bull

For Inter, the agreement represents an alignment with one of the most recognised global brands in sport. Red Bull’s international footprint spans football, Formula 1, motorsport, e-sports, and extreme sports — sectors in which the company typically engages through deep, performance-oriented partnerships.

Inter’s collaboration with Red Bull does not follow the multi-club ownership model seen in other parts of the Red Bull football ecosystem. Instead, it functions as a category partnership, focused on global brand visibility and matchday integration.

The move reinforces Inter’s commercial strategy under corporate leadership, emphasizing partnerships with international brands that leverage scale, distribution, and strong consumer recognition.

Strategic Value for Red Bull

For Red Bull, the agreement provides direct access to:

• a global fanbase with strong engagement across Europe, Asia and the Americas,

• high-frequency matchday activation in one of Serie A’s most-watched clubs,

• and association with a team competing regularly in UEFA competitions.

Inter Milan’s matchday broadcast inventory — especially substitution graphics and live-action overlays — deliver consistent visibility across domestic and international markets, aligning with Red Bull’s marketing model built around repeat exposure and energetic brand moments.

Matchday Activation: Substitutions Become the Central Touchpoint

Beginning with the derby against AC Milan, Red Bull branding will appear in the moments preceding substitutions, a content slot that has become increasingly valuable as broadcasters continue to integrate graphic takeovers, second-screen experiences and commercial overlays.

This integration mirrors Red Bull’s strategy in other sports, where the company seeks dynamic, in-game moments to reinforce brand identity tied to performance, energy and movement.

Inter’s Perspective

Inter Chief Revenue Officer Giorgio Ricci positioned the agreement as a partnership between two global brands with shared ambition and international scope. His statement emphasised innovation, global reach and enhanced fan engagement — consistent with Inter’s recent commercial positioning — while avoiding performance or athletic claims.