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Bayern Munich turns up the heat in Viesseman regional deal

Bundesliga club Bayern Munich has turned up the heat in its sponsorship portfolio, after signing a new regional deal with German boiler manufacturer Viesseman.

As part of the deal, Viesseman will be able to market its products in China and Hong Kong using the Bayern Munich brand.

Viesseman will also gain player access rights and hospitality privileges at Bayern’s Allianz Arena, where it can invite clients on matchdays and introduce them to Bayern Munich players.

After more than 20 years in winter sports sponsorship, Viesseman is moving away from events such as luge, cross-country and Nordic skiing, and is expanding into motor sports and football.

In 2017, Viesseman signed as an Official Partner of the Panasonic Jaguar Racing Team in the FIA Formula E World Championship, and later that year it expanded its partnership with Premier League side Huddersfield Town AFC.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.