The comprehensive corporate makeover of Austria Salzburg has brought in big money and big promises but has alienated supporters, as Paul Joyce reports
The Austrian Bundesliga has always been highly commercialised. Club names can be altered at the behest of new investors – hence FC Superfund in Pasching, or SCU Seidl Software of Untersiebenbrunn. With players plastered from head to arse in sponsors’ logos like motor-racing drivers, it’s fitting that Red Bull owner Dietrich Mateschitz followed his acquisition of a Formula 1 team with that of SV Austria Salzburg in April.