HomeNewsNewsPersonal CareFootballGermany

Bayern Munich extends Gold Partner deal with Procter & Gamble

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.

Read this: Audi takes all as BMW pulls out of major partnership with Bayern Munich

#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.”

Most recent

Italy’s top-tier clubs are set to lose millions of euros per season in sponsorship revenues from next season due to the government ban on betting advertising, which comes into force next month.

Chinese smartphone brand Oppo has combined the launch of its flagship Reno handset with its ICC Cricket World Cup campaign: #BeAShotmaker.

The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.

Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.