Bundesliga club Bayern Munich has extended its Gold Partner deal with US consumer goods giant Procter & Gamble.
The deal covers Procter & Gamble’s entire portfolio – including brands such as Gillette, Braun, Ariel, Pampers, Head & Shoulders and Oral-B – and can be activated in Germany, Austria and Switzerland.
For the first time, the partnership will also cover the FC Bayern Women’s team from next season onwards.
Under the deal, Procter & Gamble will continue to run its #FamilienChancen (Family Chances) campaign with support from Bayern Munich players.
#FamilienChancen is an ongoing campaign aimed at raising more money for charities that help struggling families.
The deal is Bayern’s first partnership announcement since the news of Audi’s victory over BMW in the race for the Official Car Partner rights and a 8.33 per cent stake in the club’s holding company.
Last month, BMW pulled out of advanced partnership talks with Bayern, citing issues of trust and value-for-money.
Audi offered an improved fee of €60m per year to retain the partnership, plus a proposed new contract that guarantees at least €1bn in revenue from over a 12-year period.
A BMW spokesperson later said that matching Audi’s improved offer would have been “economically unjustifiable” and “indefensible from a business point of view.”