Jurgen Klopp’s move to Red Bull as head of global soccer stirs controversy, particularly among Borussia Dortmund fans, who feel betrayed by their former manager.

Jurgen Klopp’s new role as Head of Global Soccer for Red Bull has sent shockwaves through German football, especially among Borussia Dortmund supporters. The beloved former Dortmund manager, known for his passionate defence of football tradition, is now at the centre of a growing controversy following his decision to join the corporate-backed football empire. Starting in January 2025, Klopp will oversee the development of footballing activities for the Red Bull group, which owns clubs like RB Leipzig and Red Bull Salzburg.

The appointment has reignited debates about the influence of corporate ownership in football, particularly given Red Bull’s controversial presence in the sport. In 2009, Red Bull took over fifth-division club SSV Markranstädt and transformed it into RB Leipzig, a move that many traditional German football fans saw as a violation of the “50+1” rule, a regulation that gives fans the majority voting power in club matters. Leipzig, now a Bundesliga powerhouse, has been criticised for having just 17 members with voting rights, most of whom are connected to Red Bull.

This ownership structure, combined with the fact that RB Leipzig’s name is technically “RasenBallsport Leipzig” to avoid using the sponsor’s name directly, has made the club one of the most disliked in Germany. Klopp’s decision to join the Red Bull football conglomerate has therefore come as a bitter pill for many Dortmund fans to swallow. Given his tenure at Borussia Dortmund from 2008 to 2015, where he became a club legend by leading them to two Bundesliga titles, Klopp’s association with a company seen as antithetical to football tradition has angered many supporters.

The backlash from Dortmund’s fanbase has been swift. Many took to social media to express their disappointment, with one fan posting on X (formerly Twitter), “How much can one squander their reputation in a second?” Others remarked that this move finally allowed them to close the book on Klopp’s legacy at Dortmund, with one supporter writing, “It is now finally possible to emotionally close the Jurgen Klopp era. No more nostalgic moaning.”

Critics have also pointed out Klopp’s previous statements on the integrity of football, where he often spoke about his preference for tradition over the modern multi-club model. In 2017, he described himself as a “football romantic” and openly criticised clubs like RB Leipzig, which he saw as vehicles for corporate marketing rather than authentic football institutions. “In Germany, only two clubs sing ‘You’ll Never Walk Alone’ before the game – Mainz and Dortmund,” Klopp once said, highlighting his deep connection to traditional clubs. Now, those very words are being used against him by fans who feel he has betrayed his earlier values.

The German media, too, has weighed in on the controversy. Christian Falk, head of football at the popular newspaper Bild, told BBC Radio 5 Live’s Euro Leagues podcast that Klopp’s decision has sparked significant debate across the country. “There’s a big discussion in Germany at the moment about whether Klopp has sold his soul,” Falk said. He also noted that Klopp had hesitated for months before finally agreeing to take the position. “He wasn’t sure if he wanted to make that step. He won’t have to work as hard as he did at Liverpool, and he won’t have to watch football every day.”

Despite the outcry, some believe the backlash will eventually subside. Falk suggested that while Dortmund fans are upset now, Klopp’s immense popularity in Germany may help the controversy fade in time. “The love for Jurgen Klopp in this country means he can almost do anything,” he remarked, implying that his legacy in German football could withstand even this unexpected career move.

Nevertheless, for a fanbase as passionate and loyal as Dortmund’s, Klopp’s alignment with Red Bull feels like a profound betrayal. RB Leipzig and Dortmund have had a particularly hostile relationship over the years. Protests against Leipzig by Dortmund supporters have become almost a fixture in German football. In 2017, 28 Dortmund fans were arrested for attacking Leipzig supporters with cans and stones. For these fans, Klopp’s decision to work for the very organisation they’ve long despised feels like a personal affront.

Some fans even mocked Klopp’s decision with dark humour, referencing his statement from February 2024 when he announced his departure from Liverpool due to fatigue. “With enough Red Bull drinks, Klopp won’t run out of energy anymore,” one user joked. This playful jab at the manager’s connection to an energy drink company underscores just how surreal this development feels for many who once viewed Klopp as a symbol of footballing authenticity.

Ultimately, the controversy around Klopp’s move to Red Bull is a reflection of the broader debates taking place within modern football. As corporate-backed clubs continue to rise, traditional supporters face an ever-growing tension between the sport’s romantic past and its commercialised present. For now, Klopp finds himself at the centre of this clash, and only time will tell whether his reputation among German football fans will recover.