Inside Red Bull: Jürgen Klopp explains what he really does as Red Bull's Head of Global Soccer | OneFootball

LEIPZIG (Bulinews): It has been just over a year since Klopp began overseeing football development across Red Bull’s multi-club structure. 

A significant change for the former Mainz, Borussia Dortmund and Liverpool coach, the role was specially designed for him as he looked for a new challenge beyond the touchline.

At the time of his appointment, it was announced that Klopp would primarily support club management, further develop the Red Bull playing philosophy, and use his network to help with scouting and the development of coaches. But while there was a clear concept, much of it had to take shape in practice.

“When I started the job, there was an idea, but nobody knew exactly how it would be. I'm pretty sure a lot of people thought I wanted to have an easy time, not coaching a team anymore, travelling a little bit, stuff like that. But I knew immediately it wouldn’t be like that," Klopp said during a media round in Leipzig that Bulinews.com took part in.

Building relationships across the Red Bull network

Overseeing football development across the multi-club structure on different continents – including RB Leipzig, the New York Red Bulls, Red Bull Bragantino in Brazil, and RB Omiya Ardija in Japan – Klopp wanted to understand the people he was working with and the culture at each club. That meant spending a big part of the first six months on the road.

“I had to travel to get to know all the people. That’s how I understand leadership, and that’s what everyone should expect from me to lead this multi-club organisation. I need to know who I’m working with. So I travelled everywhere, got to know the people better and better and created relationships. The first half year was pretty much about that,” Klopp recalled.

Within that structure, Klopp sees himself as an advisor with genuine influence.

“In football, everything can be fine today, but tomorrow you lose a game, and everyone starts discussing. So I calm things down at some moments and make decisions in others. It’s an advisory role, but with power. I’m not a person who shoots from far. That means I listen and rely a lot on the people at the club,” the 58-year-old said.

Since the early months, the focus has moved from getting oriented to refining the work.

“One year in, the idea is to really improve all the good stuff, whatever happened in the past, by using my experience as well as the freshness and the spirit of Red Bull. How can we mix that? Making better decisions than others, being earlier in specific parts, being braver in specific parts. That’s what keeps me going.”

Using his coaching expertise

Given Klopp’s long and highly successful coaching career, it is little surprise that one of his main areas of focus is identifying coaches for the Red Bull network.

“We’ve started scouting coaches all over the world. It’s pretty similar to player scouting, but it’s tricky. How can you know a lot about a manager besides how the team is playing and how he is handling press conferences? That's it, more or less. And then you have to make conclusions out of that.”

Beyond recruitment, Klopp focuses on supporting the coaches already in place, especially during the moments of isolation that he, of all people, knows come with the job.

“My idea with the coaches, which is obviously my expertise, is to be the guy I never had, and that nobody ever had in this business. I often sat in my office being very alone. All my assistants were my friends, I could ask them anything, and I never had the feeling I had to go through difficult times alone. But being the one that makes the decisions means you’re alone. A lot of people give you advice, but it’s up to you to make the final decision, and that’s not easy. That was always a problem,” said Klopp. 

“In moments when they are alone, I want to be there to talk to them. And I won’t judge them. I never considered myself a world-class coach because I had so many questions. How can I be world class with all these questions? And I know they have questions as well (...) I want to help with the answers.”

However, that support doesn't come without expectations.

“As a football coach, you have to overperform constantly more or less. So if you all agree that a team might be seventh, I want to be fifth. I want to see a development from them,” Klopp said, noting that its only natural that others will take notice if a coach’s team is exceeding expectations.

“If they’re really overperforming, then we’re not the final level, and they’ll go somewhere else. Other clubs will get interested."

The Leipzig model

The same logic applies to players, particularly at RB Leipzig, the flagship club within the Red Bull structure. Leipzig’s model – developing talent, selling at the right time and reinvesting – is not a weakness in Klopp’s opinion, but a necessity.

“We have to make ourselves independent of the quality. We will never have the best quality. If Leipzig win the league anytime, we will probably sell the best five players. It’s not like with Bayern, Man City or Liverpool. They can keep the quality, but that will not happen for us.”

According to Klopp, the club’s sustained success stems from a solid organisational foundation and a strong eye for talent.

“They have been independent, because the organisation was good and the scouting was exceptional. We have to make sure the scouting stays exceptional, and the organisation on the pitch is given stability. Then you can be as successful as possible."

A role that still excites him

Despite persistent speculation about a return to coaching, Klopp shows no signs of restlessness.

On the contrary, he seems energised by the scope and challenge of his current position, especially now that he’s had time to settle in.

“I don’t think there’s any job in the world like this one, to be honest. That’s exciting. If that doesn’t excite you, then who are you?" Klopp asked rhetorically.

“People want me to succeed because it’s important for everybody. I want to succeed together with everybody here. We’ll see where it leads us in the end.”