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Bayern spruces up sponsor portfolio with P&G deal

US consumer goods manufacturer Procter & Gamble has agreed a partnership with German Bundesliga football club Bayern Munich.

The length of the agreement was not disclosed, but it will commence in July with P&G becoming an official Bayern partner in Germany, Austria and Switzerland.

The partnership incorporates Procter & Gamble’s entire brand and product portfolio. The initial focus involves television and digital campaigns, in-store promotions and special edition products for the Gillette, Braun, Head & Shoulders and Oral-B brands.

Bayern forward Thomas Müller already holds an endorsement contract with Gillette, while goalkeeper Manuel Neuer will enter into a similar deal with Head & Shoulders.

“As the leading player in consumer goods Procter & Gamble is a very good fit to FC Bayern,” Bayern Munich chairman Karl-Heinz Rummenigge said. “We too strive for quality and success and try to confirm our top position in German and international football over and over again every season.”