German soccer giants Bayern Munich have extended and expanded their partnership with DHL. The global logistics firm becomes an official platinum partner of the reigning Bundesliga champions, with the new deal, announced at Munich’s Allianz Arena on Friday, set to run until 2020. DHL, already Bayern’s logistics partner, now takes on an expanded role and will handle international e-commerce solutions on behalf of the club. Its focus will primarily be on bolstering the club’s merchandising efforts in Asia. “FC Bayern Munich is now a global player whose fan base is constantly expanding in a large number of countries and on all continents,” said Bayern chairman Karl-Heinz Rummenigge. “We just completed our summer tour in the United States. This trip showed us once again just how much potential we have in international markets. “With DHL acting as our experienced, globally respected partner, we intend to further expand our online touchpoints with our fans around the world and thus our international merchandising.” DHL said it plans to activate the partnership through advertising sports, PR events and other co-marketing initiatives. It will also provide shipping for fans and visitors to the Allianz Arena who wish to send merchandise from the FC Bayern Megastore directly to their homes. Frank Appel, the chief executive of Deutsche Post DHL, added: “We are really looking forward to our strategic alliance with such a highly respected partner as FC Bayern Munich.” “Our services will create a strong base that will enable the team to build on its business success both nationally and internationally. Two strong, internationally respected brands like FC Bayern Munich and DHL will also profit from each other in the sponsoring partnership they have set up.” Deutsche Post, the world’s largest courier company which owns the DHL brand, is no stranger to sports sponsorships. In its home market of Germany the company currently partners the German Football Association (DFB) in a deal that includes the men’s national team and the country’s domestic cup competition.
Posted on: Sun, 24 Aug 2014 10:03:17 +0000
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