RB Leipzig is steadily climbing the ladder in German soccer and it is a worrying development: the board of the club (totally inaccessible for outsiders) consists of stock carrying cronies of the soft drink owner who do not care about sports or soccer fans at all. Everything is artificial about the club, supporters are seen as background extras who do not need to be heard by the club (their financial contribution to the game is more or less meaningless, as the main source of income is the subsidizing by the extremely rich Red Bull owner). The main purpose of the club (as is of all the extreme sports Red Bull is sponsoring) is to draw a lot of media attention in order to sell more cans. Call it innovative marketing if you like, it has nothing to do with feeling sympathetic towards sports or showing empathy towards its passionate practitioners and followers. As soon as another aspect of modern life will generate more money, Red Bull will vanish from the sporting scene. That the product itself, being endorsed in a sports environment, is actually bad for your health (especially for young people, the main target group) is extremely ironic. On the other hand, this is 2014 and companies with strong brands rule our lives because we allow them to do so. They simply tap in to our global yearning to feel as one big, happy, virtual family who all want to consume the same way. They have taken over our sense of identity from inefficient and self serving politicians. That we have given up our identities and are nothing but a flock of sheep being led through life by the big business sheepdogs, who cares? Pass me the Red Bull!