German Bundesliga football champion Bayern Munich has agreed an enhanced six-year partnership, from 2014-15 to 2019-20, with global logistics company DHL.
DHL will continue to serve as Bayern’s logistics partner, but will upgrade to platinum sponsor status under the new agreement, which give the company responsibility for international e-commerce solutions with a particular focus on enhancing the club’s merchandising efforts in Asia.
“Bayern Munich has now become a global player with a steadily growing fan base in different countries and on all continents,” Bayern chief executive Karl-Heinz Rummenigge said. “We have just finished our summer tour in the USA, which has once again shown us how big our potential is in international markets. Together with DHL as an experienced and world renowned partner, we want online touch points worldwide with our fans, thus expanding our international merchandising further.”
DHL has an established presence across a number of major sporting properties including the Rugby World Cup, the Formula One world championship and football’s Chinese Super League. The financial details of its new deal with Bayern Munich were not disclosed.