SK Rapid brings refreshing soda – a treat for the fans!

SK Rapid brings refreshing soda – a treat for the fans!

The anticipation among fans of SK Rapid Vienna is great, because a new product is in the starting blocks: Rapid Soda, a sugar-free soft drink with the refreshing taste of elderflower. From now on, Rapid Soda is no longer only available in the Allianz Stadium, but is also conquering retail shelves. The drink is offered in 600 ml bottles for 1.89 euros and is the result of a cooperation with MIIND GmbH, which stands for quality and real taste. Managing director Steffen Hofmann is pleased about this step and emphasizes that this is a great success for the club, which has a strong fan-based community with over 25,000 members.

The marketing of Rapid Soda follows an international trend: football clubs are increasingly positioning themselves as lifestyle brands. The emotional connection to the fans plays a central role. For SK Rapid, this is not just a business, but also a means of intensifying contact with its followers in everyday life. “From the stadium to the wide world” is the slogan, which underlines the club's intention to appeal to its fan base beyond match days.

Quality and regional connection

The Rapid Soda, made from high-quality Austrian spring water, has already established itself among visitors to the Allianz Stadium in recent years. Now fans in Vienna, Lower Austria and Burgenland can enjoy the refreshing drink, which is now available in selected SPAR, EUROSPAR, BILLA and BILLA PLUS branches. Philip Obermüller, the founder of MIIND GmbH, describes the partnership as a “matter of the heart,” which further strengthens the product’s connection to the club’s tradition.

An important marketing element in this product line is the design of the bottle, which features the club colors and the SK Rapid Wien logo. This makes the drink not only refreshing, but also a small piece of club history that can accompany fans wherever they go.

The future of rapid soda

The introduction of Rapid Soda is part of a larger strategy that aims to make the club accessible outside of match days. The product has the potential to be available in additional states and possibly in new flavors in the future, provided demand remains high. Those responsible at Rapid have definitely shown a good hand, because the marketing surrounding the product reflects the changes in the football world. Football has long since become more than just a sport – it has grown into a platform for brands that attract fans worldwide.

A look beyond the borders shows that more and more clubs are using strategic storytelling to tell their stories and strengthen their brands. Sponsorship partnerships and innovative digital activations are also crucial to deepen the connection with fans. Rapid is no exception and uses the opportunities that the modern world of football offers to build a deep connection with its target group.

So what's next for the Rapid Soda? The fan base is excited and we can be sure that if the drink becomes successful, we could expect many more exciting products from SK Rapid in the near future.

Exchange Express reports that SK Rapid Wien is marketing its sugar-free Rapid Soda in retail stores. There is more on this topic here SK Rapid and a comprehensive analysis of marketing strategies in football Googis.