CONFIRMATION THAT Russian energy giant Gazprom is in advanced talks to sponsor German Bundesliga side Bayern Munich should not take any observers by surprise. The Russian State Gas monopoly has been a sponsor of another top-tier German team Schalke 04 since the beginning of 2009, recently signing up for another five years at a reported €100m. The fact that it is considering not a shift in allegiance but adding another club to its roster, this time in the country’s core industrial heartland, does beg the question as to what is the commercial rationale behind the deals.
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