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Press release

FC Bayern and DHL announce new partnership

Munich, Friday 22 August 2014: DHL has become a platinum sponsor and FC Bayern's new international partner for logistics and e-commerce complete solutions with immediate effect. The club and the corporation announced a new six-year agreement through 2020 at a press conference at the Allianz Arena in Munich on Friday. As the club's logistics partner of many years DHL already ensures that FC Bayern official merchandising items arrive safely and reliably with fans. The Munich club will now also benefit from the international e-commerce expertise of the market leader in the logistics industry.

“FC Bayern has become a global player with a steadily growing fan base in diverse countries on every continent,” commented FC Bayern chairman Karl-Heinz Rummenigge. “We have just returned from our summer tour in the USA, which again demonstrated our enormous potential in international markets. Together with DHL as an experienced and world-renowned partner we want to expand our online touchpoints with our fans around the world and thereby continue to grow our international merchandising.”

More and more people around the world make purchases online, and hardly any other sporting discipline moves the global masses like football. Similar to international trade flows, the leading clubs’ fan communities are growing ever more strongly irrespective of national borders. Alongside Germany and the USA, China and other Asian nations are rapidly growing markets for the game.

Logistics play an essential role in reaching fans around the world, offering big clubs like FC Bayern significant competitive advantages, especially in the increasingly important home delivery of merchandising items and in areas such as deliveries within a few hours on the day of ordering, flexible receipt and return times and robust logistics and value-added concepts.

“We are delighted with this strategic partnership with such a renowned partner as FC Bayern München. Using our range of services we will create an important foundation for the club continuing to increase its commercial success both at home and abroad," commented Deutsche Post DHL chief executive officer Frank Appel. “Two strong and internationally well-known brands such as FC Bayern München and DHL will also benefit from each other within the framework of our agreed sponsorship partnership.”

Alongside the exclusive cooperation in logistics, e-commerce complete solutions and traditional postal delivery, DHL has acquired extensive promotional rights, including the making of advertisements, PR appointments and the use of a joint partnership logo. Sports sponsorship has long been an important component of the brand communication strategies pursued by both Deutsche Post DHL core brands.

From football via Formula 1 to rugby, DHL is responsible for secure and reliable transportation of equipment and simultaneously uses the customer-facing platform of sport to boost brand presence. Via its Deutsche Post brand, the corporation has been an important German FA (DFB) partner for many years, and is an official sponsor of the DFB Cup and the Germany men's national team.

In the first step following the announcement of the new partnership, fans and visitors to the Allianz Arena in Munich will be able to dispatch merchandising items from the FC Bayern Megastore direct to their homes via a DHL shop-in-shop.