Created on 12-08-2009 at 00:00 AM
“I deliberately didn’t have breakfast,” Uli Hoeneß explained as he tucked into a burger with obvious relish. The new partnership between Burger King and Germany’s most successful club is clearly to Hoeneß’s taste. On Tuesday, the restaurant chain was unveiled as Bayern’s new Food Partner, for an initial period of three years until the end of the 2011-12 season.
“We’re delighted to be entering a partnership with your company,” Hoeneß said to Burger King Deutschland CEO Thomas Berger, “we think it’s well in keeping with the times. Burger King is a very innovative, modern business.” Berger expressed satisfaction with the deal. “This partnership is worth more than its weight in gold,” he declared, emphasising the fit between the parties: “Success-oriented, responsible, and the will to win at all times” were attributes common to both.