FC Bayern makes its fan merchandise available worldwide by working with regional partners and opening exclusive pop-up stores in selected cities. These enable fans to purchase often exclusive merchandise products from the German record champions where they are. Close cooperation with local partners ensures that the shopping experience is authentic and tailored to the respective region. For those who don't have the opportunity to visit a pop-up store, the global online store offers round-the-clock access to the latest items, conveniently delivered to your home. No matter where you are, FC Bayern and its fan merchandise are always just a click away!
China
All Star Partner (ASP), 聚星动力 in Chinese, is one of the leading retailers of licensed sporting goods in China. Based in Beijing, the company develops and produces a wide range of products for sports fans.
The partnership with FC Bayern began on 1 March 2024, with ASP opening two official FC Bayern online stores on the Douyin and JD platforms just two months later. The first FC Bayern pop-up store in Wuhan followed a month later. Further pop-up stores were then opened in Chengdu, Nanjing and Beijing, for example, with more in the pipeline.
The aim is to offer Chinese fans a wide range of merchandise to suit their tastes and preferences.
South Korea
Over the Pitch is a creative studio based in Seoul, Korea that has made a name for itself through its innovative approaches to football culture. In addition to their creative work, they have established their own brand, a web magazine, a retail shop and three futsal pitches in Seoul to promote and consolidate the cultural facets of football.
FC Bayern is delighted to have launched a special partnership with Over the Pitch during the Audi Summer Tour 2024. As part of this collaboration, two exclusive pop-up stores were opened for four weeks around the tour. In addition, FC Bayern's new away jersey was launched in Over the Pitch's flagship store in Seoul, accompanied by a special OTP x FCB collection.
Another highlight is the unique Korean name printing design created by Over the Pitch for the home and away jerseys of the 2024/25 season.
This partnership reflects FC Bayern's endeavour to connect global fan communities and develop football on a cultural level. With Over the Pitch as a creative partner, the aim is to provide inspiring experiences for fans in Korea and around the world.
