Bundesliga club RB Leipzig has signed a new partnership with Austrian tourism destination SalzburgerLand, naming the region an Official Partner of the club’s men’s first team for the 2026/27 season.
Initially agreed as a one-year deal, both parties described the agreement as the beginning of a long-term collaboration that combines football with destination marketing. The partnership follows RB Leipzig’s pre-season training camp in Saalfelden, which laid the foundation for the relationship.
Under the agreement, SalzburgerLand will receive branding at the Red Bull Arena, while the collaboration will also include joint digital content, fan competitions and travel packages designed to encourage RB Leipzig supporters to visit the Austrian region.
Germany identified as key tourism market
According to SalzburgerLand Tourismus GmbH, Germany remains the region’s largest international tourism market, making RB Leipzig an ideal partner to strengthen its visibility among German travellers.
The tourism organisation also sees the partnership as part of its broader international strategy to reinforce SalzburgerLand’s position as a leading destination for outdoor activities, sports tourism and professional football training camps.
Executives highlight long-term potential
RB Leipzig Chief Business Officer Johann Plenge said the club’s positive experience during its training camp showcased the quality of SalzburgerLand’s sports infrastructure and helped establish the foundation for the partnership.
Salzburg Deputy Governor Stefan Schnöll described sport as a key driver of tourism, adding that the agreement supports the region’s long-term international positioning while strengthening its appeal in the German market.
SalzburgerLand Tourismus GmbH Managing Director Leo Bauernberger said the collaboration will further enhance the region’s reputation as a destination for professional football training camps and year-round tourism.