Bayern Munich has added a new global partner to its sponsorship roster after signing a long-term agreement with EA Sports. The Bundesliga club announced the deal with EA yesterday in N.Y. Bayern and EA will work together on cross-marketing and content collaboration initiatives that will improve the team's level of authenticity in "FIFA 17." It is Bayern's fourth partnership with a U.S. company following deals with Goodyear, Procter & Gamble and Beats by Dre. A source said that initial conversations between the club and EA started in December. Both parties declined to disclose terms, but similar global partnerships have an estimated annual value in the mid-seven figures. Bayern Munich U.S. Managing Dir Rudolf Vidal said the deal provides the club with a new way to connect with U.S. audiences. Vidal: "EA Sports is a perfect fit for Bayern Munich because we are both working hard to introduce Americans to soccer, and particularly international soccer. 'FIFA' is often the first experience many Americans have with our club and global football, so it’s important to ensure they have an authentic experience." Since opening a U.S. office in N.Y. in '14, Bayern has been highly active in raising its brand awareness in the market. The team entered into media partnerships with Yahoo Sports, Goal.com and MSN, and launched dedicated U.S. social media channels.
OPENING DOORS: EA Sports Global Marketing Dir for FIFA Matt McKie said the deal opens the door for the company into Germany, McKie: "Our strategy is to partner with the biggest clubs in the world, with global reach and big fan bases. And Bayern Munich absolutely falls into that category. They are our only club partner in Germany." The focus of the partnership will be on improving the player experience in the game through head and face scans and a detailed portrayal of the in-stadium atmosphere. EA also will set up gaming pods at Munich's Allianz Arena starting this season, which begins Aug. 26. Vidal said that other forms of activation could include tournaments in which fans face off against players on the virtual pitch, as well as sharing digital content to cross-promote the two brands. EA Sports also has partnerships with several other top European clubs, including Real Madrid, Paris Saint-Germain and Juventus.
ENTERING A NEW SPORT: Bayern is currently conducting an analysis to decide whether it will enter e-sports with its own dedicated team. Bundesliga rivals Schalke FC and VfL Wolfsburg, along with a number of EPL clubs, including Manchester City, have already formed e-sports teams or signed pro "FIFA" gamers. As part of the analysis, Bayern is taking a look at the potential reach such a move could provide. Bayern Munich IT & New Media Dir Stefan Mennerich said, "It also has to be authentic. It has to be the right step. We have to think about whether we do it, but I think we have to." The deal with EA could help the club in its evaluation of e-sports. EA Sports itself is exploring the best way to approach the space. McKie: "We will have some announcements very soon."
