RED Bull Salzburg is the sort of club to which other supporters take an instant dislike, because it saves time.

By the end of this evening Celtic may have the usual, run-of-the-mill reasons for having issues with the Austrian champions.

They could prove too strong for Ronny Deila's team in the first Europa League group game, or maybe they'll be rough, or get some controversial stroke of luck. But in general, and before a ball is kicked, Red Bull Salzburg's entire identity is enough to put many off. It is the origin of the club itself, not those working for or supporting it, which leaves a bad taste in the mouth.

Four days ago a football club in Salzburg celebrated its birthday. Austria Salzburg supporters regard their club as being 81 and still going strong. Or, if not exactly strong, at least still going. The energy drink company Red Bull enveloped Austria Salzburg in a 2005 takeover, chewed up its history, shed it like snakeskin and excreted a new club like a pellet. Gone were the deep purple and white colours the team had worn for decades, replaced by red and white livery familiar from Red Bull drinks cans.

Gone, too, was the previous badge. The new management even announced the club had been formed not in 1933 but in 2005.

The Austrian FA reacted by insisting that be changed back, declaring that it was a condition of maintaining the licence to play in the Austrian Bundesliga.

Red Bull Salzburg didn't mess around: this was a new club without history or records. It actively disassociated itself from, well, itself: Austria Salzburg. A section of supporters, dazed by the speed and ruthlessness of this forced rebirth, protested, lobbied and negotiated. Getting nowhere, they eventually admitted defeat. Around 1500 walked out during a game on September 18, 2005, never to return. They formed a club of their own, "new" but intent on preserving the traditions of the outfit formed in 1933.

Wearing the purple and white, SV Austria Salzburg began at the bottom of the pyramid, intent on rising and embarrassing their parent club - if the term can even be used in these circumstances - as FC United are in Manchester and AFC Wimbledon in London.

The club is currently top of the Austrian Regional League West having won all nine games so far this season. Many football supporters, those naturally angered by naked commercialisation trampling over football history, wish them well.

As for Red Bull Salzburg, the new entity, the first opponents overcome were the traditionalists. Plenty of supporters stayed with them. Total rebranding went ahead, just as the company did with its Formula One racing teams. Massive investment followed. Giovanni Trapattoni and Lothar Matthaus arrived as coaches and a sequence of expensive signings began. League titles were won in 2007, 2009, 2010, 2012 and this year, with a couple of Austrian Cups too.

They play in the Red Bull Arena. Their nickname is The Red Bulls. The badge shows two red bulls. No-one could accuse Red Bull GmbH - an Austrian company created in 1984 - of not laying on the corporate message with a sledgehammer.

What goes against the grain for many is the obvious selling of the soul behind the Red Bull approach. When the club plays in European competitions UEFA will not refer to it by name: the governing body does not allow corporate team names and so in draws, and on its website and publications, a game like tonight's is referred to as Salzburg v Celtic.

Only last month the Swedish newspaper, Aftonbladet, apologised after going well over the top in its criticism of Red Bull ahead of a match against Malmo.

The club was compared to Adolf Hitler. A journalist wrote: "Austria has not only given us Josef Fritzel and Adolf Hitler. There is also Red Bull Salzburg, the most hated football club of our time."

That caused widespread anger and the newspaper's editor-in-chief apologised. Still, "the most hated football club of our time" is one hell of a description.

After nine years, Red Bull Salzburg are well-used to being disliked and held as a symbol of how football has lost its way. None of that will influence tonight's game.

The Austrians have no fear of any opponent who may feel it holds some sort of moral high ground over them. Their manager might have the sort of name which gives commentators palpitations - he is called Adolf Hutter - but he spoke calmly yesterday about straightforward football issues.

After three defeats (they are second in the league after eight games), and with a lengthy injury list, he does not have his troubles to seek at the opening match in Group D. "Scoring the first goal early could solve a lot of problems," he said. "The way we pressed and attacked last season and earlier this season is the way for us to succeed.

"Celtic are very sturdy and strong in the tackle. We expect a good team that not only plays in the Scottish style but can also play good football."

What will have some influence tonight is not how many people do not like Red Bull Salzburg, but how many do. Around 20,000 are expected to be in their compact ground: down on the 29,000 crowd when they beat Malmo in the Champions League play-off round first leg (they lost the return game), but more than they get for most league fixtures.

They have lost only one of their last 10 games in Europe. Red Bull Salzburg's ugly reputation is down to their owners and creators. Their management, players and staff are football people with plenty of talent, all bought and paid for.

Red Bull gives you wings, and they're more than capable of keeping Celtic grounded at the start of the Europa League.