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Marketing and Sponsorship

German Club Bayern Munich Signs Goodyear To Its First Global Deal With U.S. Company

Bundesliga club Bayern Munich on Wednesday announced a multiyear partnership with Goodyear, giving the team its first global partnership with a major U.S. company. The agreement, which will take effect on Jan. 1, will provide Goodyear with perimeter advertising at the club's Bundesliga home games and other advertising rights. As a top-tier platinum partner of the club, the Akron-based company will also receive international media rights. Bayern Munich U.S. Managing Dir Rudolf Vidal called it a “long-term partnership” but declined to provide specific numbers. The highest level of sponsorships the German club offers has an estimated value of $5M annually. Vidal said the initial focus of the partnership will be the German-speaking markets of Germany, Austria and Switzerland. The U.S. and China, two countries Bayern identified as target markets, will also see activations. However, Vidal made clear it is “indeed a global partnership.” He added Goodyear is currently in the process of developing its partnership and activation plans, with spring set as a timeline for activation in the German-speaking markets first. Bayern Munich, which opened its first international office in N.Y. in ’14, hopes this agreement will get the ball rolling on similar initiatives. “What the Goodyear deal represents is an interest from a global U.S. brand in FC Bayern Munich,” Vidal said. “That can also help open the door to other opportunities going forward.” Similar to other top European soccer clubs, Bayern is also looking at regional partnerships that align with its global strategy, Vidal said.

LOOKING TO INCREASE U.S. FOOTPRINT: The club is currently exploring ideas to further increase its footprint in the U.S., including potentially bringing the team back to States in ’16, Vidal said. As a first initiative, the private cars of several Bayern players, as well as the team’s bus, have already been equipped with Goodyear or Dunlop tires. Goodyear DACH region Managing Dir Jürgen Titz in a statement said, “Bayern Munich is an ideal partner for raising the profile of our premium brand, and going forward, this partnership will play a key role in Goodyear’s brand strategy with integrated marketing and sales communications tailored to each target audience.”

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