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Bayern Munich taps into Chinese market with Evergrande Spring

German Bundesliga champion Bayern Munich has signed a regional sponsorship agreement with Chinese mineral water brand Evergrande Spring.

The partnership is for three years and runs until 2018. Financial terms were not disclosed.

The sponsorship grants Evergrande Spring the right to use Bayern Munich imagery in advertising campaigns. The football club’s players will feature in an Evergrande Spring television commercial, while Bayern-branded bottles will be sold in China.

Bayern Munich chief executive Jörg Wacker said: “We’re very proud to present Evergrande Spring as our first regional partner. The partnership demonstrates the strength of the FC Bayern Munich brand in China today.”

Evergrande Spring is a subsidiary of the Evergrande Group – the majority shareholder of Chinese Super League champion Guangzhou Evergrande. Bayern and Guangzhou Evergrande played a friendly match on Thursday, with the hosts winning on penalties after a 0-0 draw at the Tianhe Stadium.

Under the partnership, Bayern Munich and Guangzhou Evergrande will work under a cooperation agreement covering the areas of sport, management and marketing.