Leeds United, Red Bull serve up New York activation

The activation draws on the historical connection between York in the UK and New York, using shared cultural traits to create an experience that blends British and American football culture

Leeds United Football Club and Red Bull have partnered with Run Deep to launch The New Yorkshire Café, a one-day pop-up experience in New York to mark the release of the club's 2026/27 home kit during its pre-season tour of the United States.

The activation draws on the historical connection between York in the UK and New York, using shared cultural traits to create an experience that blends British and American football culture.

Brooklyn pop-up combines football and food

The New Yorkshire Café took over Socceria, a sports bar in Brooklyn, transforming the venue into a hybrid of a New York sports bar and a traditional British café. Visitors were served British-American fusion dishes by Leeds United legends Tony Dorigo, Michael Bridges, Jermaine Beckford and Lucas Radebe.

The event also included a live DJ set and a question-and-answer session hosted by content creator and presenter Khendrick Beausoleil.

Activation supports kit launch in the US

Current Leeds United players also attended the event, including New Jersey native and United States international Brenden Aaronson, who appeared as part of the social media content supporting the campaign.

Robbie Evans, Managing Director at Leeds United Football Club: "We are delighted with the success of our pre-season tour to the US so far.

"To have the full squad together to help celebrate our new home kit has been brilliant. We had all of the players in the new jersey at a special New York x Yorkshire inspired event, which saw us turn Socceria in the heart of Brooklyn into the New Yorkshire Cafe.

"The support we've seen out here in the US hasn't surprised me or anyone who knows how well loved this club is the world over, and we look forward to seeing even more of the global Leeds United family on Thursday at the Sports Illustrated Stadium for our next match against Sunderland as our preparations for the Premier League continue."

Campaign developed with production partners

The pop-up was conceived by Run Deep and produced by Bagavagabonds. The event was initially opened to invited VIP guests and supported by social media activity throughout Leeds United's US pre-season tour.

www.leedsunited.com

www.redbull.com

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