German Bundesliga football club Bayern Munich has signed a tourism-focused partnership with the Croatian region of Istria.
The length of the agreement was not disclosed but the partnership is designed to promote Istria, particularly among Bayern fans, and further position the region within the premium sector of the tourism industry.
Bayern will launch joint marketing campaigns for the region as part of the agreement. The club will promote Istria on its digital channels, with the region to also host joint special events.
Bayern announced in April that Croatian Niko Kovač would be the club’s new manager from next season.