international logistics and eCommerce full-service partner of FC Bayern Munich. The six-year agreement running until 2020 was announced earlier at the Allianz Arena in Munich.
As logistics partner, DHL has been ensuring for years that FC Bayern Munich
merchandise is reliably passed on to fans. The football club now also intends to profit from
the international eCommerce expertise of the logistics industry's leading company.
"FC Bayern Munich is now a global player whose fan base is constantly expanding in a
large number of countries and on all continents,"
of FC Bayern Munich's Executive Board. "We just completed our summer tour in the
United States. This trip showed us once again just how much potential we have in
international markets. With DHL acting as our experienced, globally respected partner, we
intend to further expand our online touchpoints with our fans around the world and thus
our international merchandising."
More and more people now shop online, and there is hardly any other sport that moves
fans around the world as football does. Just like international trade, the fan bases of the
champion teams are becoming increasingly tight-knit throughout the world. In addition to
Germany and the United States, China and other Asian countries are rapidly expanding
growth markets for football. To reach these fans around the world, teams need logistics:
The industry creates a game-changing competitive edge for leading clubs like FC Bayern
Munich – particularly in the increasingly critical area of merchandise shipping. Such
benefits include deliveries made within hours on the day an order was placed, flexible
delivery and return time frames as well as strong logistics and added-value concepts.
"We are really looking forward to our strategic alliance with such a
highly respected partner as FC Bayern Munich," said Frank Appel, CEO
of Deutsche Post DHL. "Our services will create a strong base that will
enable the team to build on its business success both nationally and internationally. Two
strong, internationally respected brands like FC Bayern Munich and DHL will also profit
from each other in the sponsoring partnership they have set up."
As part of this arrangement, DHL has obtained broad advertising rights to go along with its
exclusive collaboration in the areas of logistics, full-service eCommerce solutions and
traditional mail operations. These rights include the filming of advertising spots, PR events
and the use of a shared partner logo. For years now, sponsoring of sporting events has
played a key role in the brand communications conducted by the two core brands of
Deutsche Post DHL. From football to Formula 1™ and rugby – DHL reliably transports
equipment and uses the customer-centric platforms of sports to foster its brand presence.
For years now, the Group's Deutsche Post brand has been an important partner of the
German Football Association (DFB) and an official sponsor of the association’
Cup competition and the German men’s football team.
In the first phase of the new partnership, fans and visitors to the Allianz Arena in Munich
can use the DHL store to ship merchandise from the FC Bayern Megastore directly to