HomeNewsNewsDrinks - BeerFootballGermany

Paulaner activates early extension to Bayern deal

German Bundesliga football club Bayern Munich has extended its longstanding partnership with the Paulaner brewery.

Paulaner, which is based in Munich, has agreed an early extension to its contract, which will now run through to June 30, 2026.

Andreas Steinfatt, chief executive of Paulaner, said: “As Munich institutions, the Paulaner brewery and FC Bayern are ambassadors of Bavarian lifestyle, which they communicate to the whole world.

“This is why we are extremely delighted to continue enjoying the traditional Paulaner photoshoot with the squad in Bavarian attire, the legendary Weißbier showers and the team visits to the Oktoberfest with our partner.”

Paulaner sits on the second tier of Bayern’s sponsor tree, alongside DHL, HypoVereinsbank and Goodyear.

Most recent

Italy’s top-tier clubs are set to lose millions of euros per season in sponsorship revenues from next season due to the government ban on betting advertising, which comes into force next month.

Chinese smartphone brand Oppo has combined the launch of its flagship Reno handset with its ICC Cricket World Cup campaign: #BeAShotmaker.

The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.

Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.