German Bundesliga football club Bayern Munich has entered into a partnership with Thai sugar producer Wangkanai.
The deal, the length of which was not disclosed, marks the club’s first regional partnership in Thailand.
Wangkanai will be granted brand image rights as part of the agreement and has also been named the presenting partner of the FC Bayern Youth Cup in Thailand. The tournament, which has previously taken place in the country in 2014 and 2015, will be broadcast across Thailand as part of a 15-episode television series.
“This partnership is an important step in our international strategy,” Karl-Heinz Rummenigge, chairman of Bayern Munich, said. “It shows that we are a global brand and that fans all over the world support our team.”
Bayern said it holds more than one million followers on social media platform Facebook in Thailand.