On March 31, 2021 Liverpool fans worldwide received confirmation of the rumours that had been circulating for months: Parent club Fenway Sports Group (FSG) were to receive a “significant” financial investment which in turn should cascade down to increased cash injection into Liverpool Football Club. But RedBird vs RedBall, what are the facts?
Regardless, this along with last year’s Nike deal could mean that either Erling Haaland or Kylian Mbappe (or both?) suddenly become affordable, and inevitably join and usher in the next era of Klopp’s Liverpool evolution. At the very least those were the rumours and consequent conclusions that we fan(atic)s exist to jump to. But leading up to the official announcement of RedBird Capital Partners’ investment, there had been a bit of confusion caused by earlier interest from RedBall Acquisition Corp. in late 2020.
Fun Fact: The March 31, 2021 announcement of RedBird’s investment into FSG caused some confusion on the New York Stock Exchange (NYSE) with some investors mixing it up with RedBall Acquisition (RBAC). NYSE:RBAC rose temporarily with the news before investors realized their mistake. Us fans are not alone in our confusion!
So RedBird vs RedBall, what are the facts? It is RedBird that invested in FSG, not RedBall. But to clear up the confusion once and for all we have put together a timeline of events that led up to the March 31, 2021 announcement. In addition, we have included a side by side comparison between RedBird and RedBull as pertains to Liverpool FC (or FSG to be specific), and for fun we have thrown in Red Bull who were also part of the early mix-up during RedBall’s initial interest.
FSG Financial Investment Timeline
July 2020
RedBird Capital Partners purchases 85% of the French Ligue 2 team Toulouse Football Club.
July/August 2020
Formation of RedBall Acquisition Corp. with a focus on buying businesses in sports and sports-related media and data analytics. Co-chaired by Gerald Cardinale (CEO, Redbird Capital Partners LLC) and baseball executive Billy Beane (of Moneyball fame), they raised $575 million for future acquisitions.
October 2020
RedBall Acquisition Corp in reverse merger talks with Fenway Sports Group LLC which would take FSG public and value the company at around $8 billion including debt. RedBall plans to raise the additional $1 billion needed to buy a stake in Fenway Sports Group that will not exceed 25%.
January 2021
Potential deal between RedBall and FSG falls apart after Billy Beane ends discussions to purchase a minority stake. Failure of the deal most likely due to RedBall’s inability to raise enough outside capital at the asking price.
February 2021
Reports state that FSG are in advanced talks to sell 10% of their company to RedBird Capital Partners.
March 2021
Fenway Sports Group confirm “significant” investment by RedBird Capital Partners.
RedBird vs RedBall (and RedBull)
 |  |  |
|
|---|---|---|---|
| Leadership | Gerald Cardinale (CEO) | Gerald Cardinale (chairman) Billy Beane (chairman) | Dietrich Mateschitz (CEO) |
| Valuation | $4 Billion | < $1 Billion | $20 Billion |
| FSG | Investment deal (Mar 2021) | Failed deal (Jan 2021) | N/A |
| Details | $750 Million (10% of FSG) | $1 Billion (up to 25% of FSG) | N/A |
| Football Teams (interest) | Liverpool FC (EPL) Toulouse (Ligue deux) | N/A | RB Leipzig Red Bull Salzburg New York Red Bull Red Bull Brasil |
Hope this helps clearly distinguish between the bulls, birds and balls when it comes to the red of Liverpool FC. One thing for sure is that it’s going to be an exciting summer 2021!
Echeta is a lifelong football/soccer enthusiast who doubles up as an occasional short movie producer, retired teenage rapper and all around tech guru.