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Agreement to 2017

Bayern and Telekom extend partnership

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A strong team for special moments: Deutsche Telekom and FC Bayern Munich have announced the extension of their successful 10-year partnership for another four years. In the new agreement, covering the period from 2013 to 2017, the partners will expand their joint activities and implement a multifaceted program for football fans and FC Bayern supporters. Main sponsor Telekom will acquire additional advertising rights and services, to include social media and the new FCB News product.

The key objectives of the partnership are effective support for brand and product communication, and successful implementation of sales support activities driving new, innovative products and services. The optimal fit between the brands, the extensive potential offered by the fanbase, and the highly effective media and publicity reach associated with FC Bayern will serve to drive approval ratings for the Telekom brand and product awareness levels. The positive effect of the sponsorship commitment has been demonstrated by numerous market research surveys. As a result, Germany's leading telecommunications business aims to deepen the partnership over the years to come.

“With the extension of our partnership with FC Bayern, we are continuing our cooperation with a highly professional partner," commented Niek Jan van Damme, Deutsche Telekom board member and Telekom Deutschland management spokesman. “This commitment is an important component of our networked life activities."

Henning Stiegenroth, Telekom Deutschland head of sports marketing, commented: “The powerful effect of communications and sales promotion, and the increasing business orientation of the partnership, have demonstrably paid off for us. FC Bayern is our top partner in Germany with immense national and international appeal."

FC Bayern Munich AG chairman Karl-Heinz Rummenigge commented: “We are delighted our long partnership with Deutsche Telekom is to continue. Telekom is a very important, reliable and innovative partner, supporting us with its telecommunications expertise. Thanks to the help provided by Telekom, FC Bayern is based on sound and solid financial foundations."

Expansion of activities

Telekom’s visible presence at FC Bayern includes the club shirt, stadium perimeter advertising, team and club equipment and premises, and a dedicated fan area on the official website. The new, long-term agreement also offers the ideal environment for communicating product innovation. For example, the features of TV service Entertain, such as the digital archive and the Timeshift function, will be incorporated in the Stadium TV programme. Furthermore, Telekom will acquire exclusive rights to content associated with Germany's most popular football club, including match analyses, interviews, behind-the-scenes stories and documentaries. Telekom plans to develop attractive TV programming based on this content and offer it to its Entertain and MobileTV customers.

The partnership between Telekom and FC Bayern Munich also foresees an increase in the number of exhibition matches. The main sponsor is thus assured of the team's participation in Telekom’s annual football cup. This year's much praised two-day tournament, watched at the stadium by more than 80,000 spectators, was again successfully staged by Telekom, and has thus become established as a fixed event on the pre-season calendar.

Measurable image gains

Communication programs arising from the partnership have clearly increased approval ratings for the Telekom brand; recognition of the slogan Erleben, was verbindet (Experience that connects); and of Telekom products. The Telekom brand prompts higher approval ratings from consumers aware of the sponsorship agreement compared to those unaware of it. In other words, people who know that Bayern and Telekom are partners rate the brand values of expertise, innovation, simplicity and service significantly higher than average, demonstrating the partnership’s communications success.