LONDON -- Omiya Ardija has never been a force in Japanese soccer. The team, just promoted from the third tier of the J. League to the second, has only once finished in the Top 10 of the top flight.
But the club, based just north of Tokyo in Saitama prefecture, is now looking to recharge its fortunes after being taken over in August by Red Bull. The Austrian energy drink giant, with sales in 2023 of over $11 billion, has already made waves with its involvement in motorsports and extreme sports, as well as soccer -- will the aim of boosting its core business.
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