May 21 – Bundesliga champions Bayern Munich have plenty to celebrate beyond their record-breaking 32nd title. The Bavarian giants are now embarking on an aggressive international expansion throughout Southeast Asia, establishing a year-round presence that coincides with the club’s 125th anniversary.
With strategic offices already operating in New York, Shanghai, and Bangkok, the German powerhouse is fostering relationships with regional stakeholders in what has become an increasingly connected global football landscape.
The Bangkok operation specifically targets local content creation, grassroots development programs, and sponsorship opportunities in one of Asia’s most competitive football markets.
Their recent Thailand event demonstrated Bayern’s diplomatic muscle, drawing representatives from the German Embassy, Tourism Authority of Thailand, Sports Authority of Thailand, and the Football Association of Thailand. Senior figures from Bayern’s global partners – adidas, Audi, Allianz, Miele, and Tiger Balm – joined the celebration alongside STB, the club’s youth football partner in Thailand.
Schalke 04 extend HRS kit sponsorship
Meanwhile, in a different corner of German football, fallen giants FC Schalke 04 have secured a vital commercial lifeline by extending their sponsorship deal with the HRS Group as the club’s official training kit partner.
Die Knappen, despite boasting one of world football’s most passionate fan bases and playing in the state-of-the-art Veltins Arena, currently languish in Bundesliga 2 – a stark contrast to their storied history.
The updated partnership includes an innovative digital activation package designed to enhance brand visibility while delivering tangible benefits to Schalke supporters. Fans registered in the myHRS Club will receive exclusive access to hotel booking services with savings up to 50% – particularly valuable for the loyal supporters who travel to away fixtures.
Matthias Tillmann, chairman of Schalke’s Executive Board, described the extension as evidence of “trust, consistency, and shared values,” highlighting how both organizations continue evolving their partnership across physical and digital touchpoints.
HRS CEO Tobias Ragge reinforced this sentiment, calling the renewal a “deliberate show of support” during Schalke’s challenging period. He emphasized the club’s values of passion and community, which align perfectly with HRS’s own brand identity.
For seven-time Bundesliga champions Schalke, this partnership represents more than mere sponsorship. Years of chronic mismanagement have seen the proud club from the mining town of Gelsenkirchen fade from football’s elite – making such commercial relationships increasingly crucial to their survival and eventual renaissance.
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