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Red Bull Salzburg to have special shirt sponsor for 'rookie of the match'

Red Bull Salzburg have announced a new jersey sponsor. The rookie of the match in the club's starting XI will have "the honour" to wear a special shirt by the club's new premium partner.

The Austrian Bundesliga has in the past set marketing standards, and continues to do so with a new regulation in their guidelines for clubs that allow "one player on the pitch on any given matchday can wear a jersey with a different sponsor than other players."

Red Bull Salzburg, traditionally sponsored by Austrian soft drink giant Red Bull, have now announced that an Austrian fruit juice company, Rauch, will sponsor the jersey for the youngest player on the pitch.

Having been in the middle of a controversy over Red Bull's influence at Salzburg and German side Leipzig, this move could be seen as a change of direction for the Austrian club. However, Rauch have already been listed as a sponsor of both clubs in the past, and are the exclusive co-packer for the company.

A new gold mine for clubs ever eager to find new merchandise to sell has been born.

Stephan Uersfeld is the Germany correspondent for ESPN FC. Follow him on Twitter @uersfeld.

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