RB Leipzig and SalzburgerLand Launch Tourism Partnership Built Around Football.

Roger Hampel

Image: RB Leipzig

RB Leipzig has signed a partnership with SalzburgerLand, naming the Austrian tourism region an Official Partner of the club's men's first team for the 2026/27 season.

While initially agreed for one year, both organisations described the partnership as the beginning of a longer-term collaboration linking football with destination marketing.

The agreement follows RB Leipzig's pre-season training camp in Saalfelden, which served as the foundation for the new relationship. The agreement includes branding at the Red Bull Arena, joint digital content, supporter competitions and travel packages promoting SalzburgerLand to RB Leipzig's fan base.

Germany as the Largest International Market RB Leipzig

According to SalzburgerLand Tourismus GmbH, Germany remains the region's largest international tourism market, making RB Leipzig a natural partner for increasing visibility among German travellers.

The organisation also sees the agreement as part of a wider international strategy aimed at strengthening SalzburgerLand's position as a destination for outdoor activities, sports tourism and professional training camps.

The collaboration combines several commercial elements, including stadium visibility, digital campaigns and travel-focused activations.

Executive Comments

RB Leipzig Chief Business Officer Johann Plenge said the club's experience during the training camp demonstrated the quality of SalzburgerLand's sporting infrastructure and helped establish the foundation for the partnership.

Stefan Schnöll, Deputy Governor of Salzburg, described sport as an important driver of tourism and said the agreement supports the region's long-term international positioning while reinforcing its appeal in Germany.

Managing Director Leo Bauernberger of SalzburgerLand Tourismus GmbH said the partnership also strengthens the region's reputation as a destination for professional football training camps and year-round tourism.