Bayern Munich announces regional partnership with Viessmann in China, Hong Kong

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German football giants FC Bayern Munich have announced regional partnership with Viessmann – a Germany-based global manufactures of manufacturer of heating, industrial, and refrigeration systems

Viessmann will serve as the first Asian regional sponsor of the Bundesliga Champions.

Under the terms of the multi-year deal, Viesseman will be able to market its products in China and Hong Kong using the Bayern Munich brand. The company will also gain player access rights and hospitality privileges at Bayern’s Allianz Arena, where it can invite clients on matchdays and introduce them to Bayern Munich players.

The two parties have jointly founded the ‘Next Generation Alliance’ ⎯ an initiative for education with a range of activities including the FC Bayern Football Schools in China.

FC Bayern Munich AG board member for internationalisation and strategy, Jörg Wacker, said, ”We are very happy to welcome Viessmann to our partner family as a regional partner in China. Both FC Bayern and Viessmann stand for ‘Made in Germany’ quality and have a strong presence in Asia. The partnership is another component of our long-term and sustainable strategy for the Chinese market.”

Max Viessmann, co-CEO of Viessmann, ”We create living spaces. For generations to come’ – that is our mission statement. In FC Bayern München we have found a partner we can work in tandem with to implement this philosophy in China. As a family company with a more than 100-year history, Viessman sees its responsibility in creating habitats and maintaining them for future generations.”

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FC Bayern München managing director in China, Rouven Kasper, added, “In Viessmann we have found a partner who fits in perfectly with our individual activation strategy for partners and our unique market approach. Viessmann fits perfectly into our partner family, and our ambitions in the Chinese market and beyond are the same. We will work with Viessmann to develop common market advantages, while offering our fans added value as well.”

The club has a longstanding commitment in Asia including youth initiatives, fan events and institutional cooperation. In recent years, the first team have played several matches in China and Singapore.

After more than 20 years in winter sports sponsorship, Viesseman is moving away from events such as luge, cross-country and Nordic skiing, and is expanding into motor sports and football.

In 2017, Viesseman signed as an Official Partner of the Panasonic Jaguar Racing Team in the FIA Formula E World Championship, and later that year it expanded its partnership with Premier League side Huddersfield Town AFC.

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