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Bayern partners with Canadian drinks brand

German Bundesliga football club Bayern Munich has entered into a partnership with Canadian drinks brand OXiGEN.

The three-year deal names OXiGEN as the official functional water and recovery tool partner of Bayern.

The partnership commenced during Bayern’s winter break training camp in Doha, Qatar, where players used OXiGEN products during sessions.

Blair Bentham, OXiGEN’s founder and chief executive, said: “We’ve been working diligently to find the ideal strategic partner for OXiGEN as we look to expand distribution globally. FC Bayern Munich is a worldwide brand whose aspirations and values align exactly with ours. It couldn’t be a better fit. Given that OXiGEN is a science-based, all-natural performance and recovery tool, it made complete sense to partner with one of the world’s top sports teams.”

Bayern Munich’s president of the Americas, Rudolf Vidal, added: “OXiGEN products are not only unique, but they are also coupled with an ambitious growth strategy, particularly in the US where the functional water is already available in 40 states. We have a number of exciting initiatives planned, which will see FC Bayern and OXiGEN gain presence in new territories and retail networks.” 

The partnership will focus on the Americas, the Middle East and Asia.