By Mark Baber
April 26 – Whilst on the pitch, FC Bayern are within sight of a Bundesliga, German Cup and Champions League treble, off the pitch the club have signed a new partnership with American multi-national consumer goods company Procter and Gamble.
From July 2016 Procter & Gamble will become a partner of FC Bayern München in Germany, Switzerland and Austria.
Although the deal envisages the parties working together to promote the full brand portfolio of Proctor and Gamble (which includes 65 brands producing US$76.27 billion in sales in 2015) the focus will be on Gillette, Braun, Head & Shoulders and Oral-B. The activations will include T V and digital campaigns, Instore Marketing und special Product-Editions.
Bayern Chairman Karl-Heinz Rummenigge (pictured) commented: “As a leading player in the consumer goods market, Procter & Gamble is a very good fit for FC Bayern München. We also have high standards for success and for quality and strive, every season anew, to confirm our standing at the peak of German and international football.”
One of the biggest consumer goods companies in the world, Procter & Gamble’s contract will run for three years. No figure was given for the value of the deal.
P&G’s Communication director Gabriele Hässig said: “Bayern Munich stands for joy about competition and for the standard to confirm the best performances again and again. With our brands, we share this way of thinking. We also always want to win. This is what we work on every day. Bayern Munich and their winning characters among the squad excite people with football on the highest level. Procter & Gamble excites people with top brands and quality products for every day life. We are looking forward to working together with Bayern Munich.”
Bayern are currently seven points clear in the Bundesliga with three games left to play. They face Borussia Dortmund in the German Cup Final and Atletico Madrid in the Champions League semi-final.
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