German Bundesliga football club RB Leipzig has entered into a partnership with food brand Veganz, through which a range of vegan dishes will be served up at Red Bull Arena.

The partnership, which was signed ahead of RB Leipzig’s 4-0 win against VfB Stuttgart at Red Bull Arena on Friday, will initially run until June 2024.

RB Leipzig noted that over 1.8 million people in Germany currently follow a vegan diet and the club is looking to add more healthy and sustainable food options to the Red Bull Arena menu.

Veganz was founded in 2011 and is based in Berlin. The company’s products were sold in selected kiosks at Red Bull Arena during Friday’s match, with choices to be initially centred around snacks and sweets.

The offering will be expanded in the coming weeks to include Veganz hot meals, which will be integrated into the existing stadium menu. A dedicated Veganz kiosk will also be set up at the stadium.

Additionally, Veganz will play a key role in shaping the nutrition at the RBL Football Academy, as well as the club’s women’s, junior and esports teams.

Veganz will also benefit from brand exposure on LED advertising boards and digital screens at Red Bull Arena, with further activations and cooperations to be launched in the future.

Jan Bredack, chief executive and founder of Veganz, said: “We at Veganz are incredibly proud to be able to enter the world of professional sports and, together with RB Leipzig, make plant-based nutrition accessible to an even broader target group, because we are convinced that a plant-based, climate-friendly lifestyle will become indispensable in the coming years. Young, wild, innovative and rooted in our region – these are our common characteristics that have brought us together.

“RB Leipzig is therefore the perfect partner for Veganz to take the subjects of climate and environmental protection in the context of plant-based nutrition to a new level, even in Germany’s national sport. Our common goal is to improve the selection and variety of vegan and sustainable products and at the same time promote acceptance around the topic of veganism.”

Florian Hopp, finance director at RB Leipzig, added: “We are delighted to have Veganz, a creative and forward-looking food partner, at our side. Veganz is one of the leading German brands for plant-based foods and we will make use of our partner’s expertise and vegan offering for the whole of RB Leipzig – across the sport, in the office and in the Red Bull Arena.

“With Veganz, we can also take new and innovative steps in the area of nutrition and show that sports and vegan nutrition go very well together. In addition, with this cooperation we are continuing to drive the issue of sustainability, which is central to RB Leipzig. Veganz products are healthy and sustainable at the same time. From now on, our fans can enjoy an even more diverse service in the stadium and at the same time contribute something to a positive environmental balance.”

Image: RB Leipzig