Since the start of the 2020/21 season, RB Leipzig have sold 10 players for fees of €35m or more, who have all been under the age of 26. In an environment where much of Europe’s elite are opting for short-term fixes and experience, Leipzig have refined one of the most sustainable recruitment models on the continent. With the emergence of teenager Yan Diomande, Leipzig appear to have another high-profit sale on the horizon.

A brief history

Founded in 2009 after Red Bull acquired the license of German minnow SSV Markranstradt, Leipzig’s rise through the divisions is not one steeped in tradition, but strategy. Leipzig are one of six clubs that Red Bull holds a majority share in, alongside RB Salzburg and FC Liefering (Austria), New York Red Bulls (USA), Red Bull Bragantino (Brazil) and RB Omiya Ardija (Japan).

Leipzig began life in the fifth tier of German football and found themselves in the Bundesliga by 2016/17, remarkably finishing 2nd in their first season in the German top-flight, led by a 20-year-old striker Timo Werner. Since, ‘Die Roten Bullen’ have consistently finished amongst Germany’s elite, securing Champions League qualification on seven occasions, reaching the semi-finals in the 2019/20 season.

On the pitch, their ascent has been characterised by their high-intensity style under managers such as Ralph Hasenhuttl, Ralf Rangnick and Julian Nagelsmann. Off it, Leipzig have become known for their ability to scout undervalued players and selling at exactly the right time.

The profit machine

Leipzig identify and sign players aged between 18 and 23 who have been found by their analysts, who look for undervalued talents. New signings are placed on long-term contracts and immediately get first-team exposure in the Bundesliga and European competitions, in order to accelerate their development and attract potential suitors.

Once players start performing at a high level consistently, they are moved on. Benjamin Sesko, who joined RB Salzburg in 2019 at the age of 16, is the perfect embodiment of the model. Sesko scored 21 goals in 55 games for Salzburg before joining Leipzig for €25m in the 2023/24 season. Two productive seasons in Germany followed, where the Slovenian scored 39 goals and, crucially, inflated his market value. Manchester United signed him for €70m, marking a profit of €45m for Leipzig.

Sesko marks a trend which has spanned Leipzig’s past decade, with other high profile departures including Josko Gvardiol, Dominik Szoboszlai, Christopher Nkunku and Dani Olmo, all of whom were sold for fees of €50m or more. Whilst profiles may differ, the outcome rarely does. Leipzig do it best when it comes to the transfer market.

Who’s next?

Leipzig endured a challenging 2024/25 campaign, as they were knocked out of the Champions League in the league phase and finished 7th in the Bundesliga, missing out on European football for the first time since their promotion. After the high-profile sales of Benjamin Sesko and Xavi Simons, recruitment needed to be key.

Two strikers were brought in to offset the loss of Sesko in the form of Conrad Harder and Romulo Cruz. Harder has struggled to adapt to life in Germany, scoring just twice, whilst Romulo has scored on six occasions since his arrival from Goztepe.

Two wingers were brought in to replace the creative output of Simons: Yan Diomande from Leganes and Johan Bakayoko from PSV. Bakayoko hasn’t quite justified his €22m price tag, scoring twice in eight starts, but the same cannot be said for Diomande.

The 19-year-old Ivorian signed from Leganes after Leipzig paid his €20m release clause and has taken to life in Germany at a ridiculous pace. Diomande has eight goals and five assists in 17 Bundesliga starts, a remarkable return for a player who was playing high school soccer just three years ago.

Diomande operates off the right wing and has become known for his direct style of play and outstanding technical ability on the ball. His performances have attracted the likes of Liverpool and Bayern Munich, so expect his name to appear plenty in headlines during this summer’s transfer window.

Transfermarkt values Diomande at €45m, making him Leipzig’s joint most valuable player, alongside defender Castello Lukeba, who is also being monitored by big clubs. Due to the fact Diomande is on a five-year contract, the €45m valuation placed on him will likely be dwarfed by the size of the bids in the summer from Europe’s elite, particularly if he continues his immense form.

Diomande and Lukeba appear to lead the way for the next crop of young talent to reward Leipzig with a huge profit, showcasing the project’s sustainability. Currently sitting in 5th, the Red Bulls will be looking to get into the top four to secure Champions League football and rub shoulders with giants once again.

Critiques of the model

Multi-club models have become football’s hot topic over the last few seasons, particularly the BlueCo group and the dealings between Chelsea and Strasbourg. Red Bull were one of the original pioneers and it is certainly not uncommon for a player to ply his trade in Austria with Salzburg before making the move across to Germany.

Despite sustained success for a decade, it is rare that a squad stays together for more than one season at Leipzig, leaving fans without a regular group of players to get behind each season. Whilst Diomande has become a fan favourite amongst supporters, it is likely he will be sold and replaced in the summer.

Whilst Strasbourg are far more limited, as BlueCo will always prefer Chelsea, Leipzig’s ceiling is dictated by their decision to be a selling club. With players and coaches varying from season to season, there is no time for a squad to gel, so results differ year on year.

Whilst Leipzig’s own fans aren’t particularly vocal about the club’s sustainability, the rest of German football loathe everything the club stands for. The 50+1 ownership rule prevents sole private investors running Bundesliga clubs, with club members retaining at least 50+ 1% of the club’s overall shares.

Leipzig had around 1,050 members in January 2024, but the vast majority were non-voting, meaning the club do comply with the rule, but circumvent its spirit. Despite Bayern Munich’s dominance and monopolisation of German football, they are looked upon far more favourably than Leipzig.

It looks as if Leipzig will return to continental competition next season and whilst it’s unlikely the same group of players will be around to see it, it is almost guaranteed that a new crop of similar talent will arrive. Leipzig’s recruitment is engineered, and players like Diomande are not a gamble, everything is calculated.

In an era where many European giants are buying to win now, it remains to be seen whether Leipzig’s methods are sustainable and will bring further glory in the future. But, is it all worth it to have one of the worst reputations in Europe?