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SBD Global/July 21, 2014/Marketing and Sponsorship

Second Bundesliga Side 1860 Munich Reportedly Extends Deal With Beer Partner

Second Bundesliga side 1860 Munich "has reportedly reached an agreement with beer partner Hacker-Pschorr to continue their partnership," according to the TZ. Nothing has been signed yet but both parties "have reportedly agreed to extend their deal for several years." The relationship between the club and the brewery "has become strained over the last couple of months." The club's management "has been looking for a new beer partner after Hacker-Pschorr announced that it would drastically reduce its sponsorship." Despite reportedly reaching a new agreement, the brewery "will transfer less money than in previous years." However, it "will remain a sizeable six-digit amount." 1860 Munich and Hacker-Pschorr "have been partners for close to 20 years" (TZ, 7/17).
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