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Global brands in tandem

Miele new partner of FC Bayern München

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FC Bayern München and Miele, the global leader in premium domestic appliances, are immediately joining forces. The global brand, based in Gütersloh, is now an Official Partner of the German record champions. The partnership will initially last for three years. Miele will equip the club headquarters at Säbener Straße and the FC Bayern flagship store project in Munich city centre, plus provide first class gourmet experiences in a lounge at the Allianz Arena.

Andreas Jung, FC Bayern executive board member for marketing, sponsorship and events: “This partnership between FC Bayern and Miele represents a successful liaison between top sport and innovative technology. Miele always looks for new avenues in developing their domestic appliances – just as we here at FC Bayern and our team always strive to give our fans something new to cheer about. We are happy to have Meile in our team now and this partnership enables two global brands with great traditions to go forward together.”      

 

Jörg Wacker, FC Bayern board member with responsibility for internationalisation, strategy and merchandising: “I‘m very proud we have been able to win over Miele as a partner. Miele and FC Bayern have a lot in common: Two global brands with a success story of over 120 years that stands for success, creativity and innovation. This new partnership demonstrates it is possible to set out on a path to the future even in these times of the coronavirus pandemic.“

Dr. Axel Kniehl, executive director in marketing and sales for the Miele group: “We are very happy about our partnership with one of the most impressive football clubs in the world. Not resting on your laurels but always endeavouring to improve, and creating new, exciting experiences again and again, are common to both of us. Through this partnership, we particularly want to offer culinary highlights to the partners and fans of FC Bayern.”

FC Bayern München is the biggest sports club in the world with around 300,000 members, and ranks amongst the most successful clubs in the history of football. The German record champions won the Champions League this year and secured the second treble in the history of the club. Stars like Manuel Neuer, Robert Lewandowski, Thomas Müller, Joshua Kimmich and Alphonso Davies set standards at home and abroad and thrill football fans all over the world.

Gütersloh-based Miele is the global leader in premium household appliances. The company founded in 1899 has eight production sites in Germany plus one each in Austria, the Czech Republic, China, Romania and Poland. Worldwide, the group led by the fourth-generation of the family, has 20,500 employees in total, with 11,050 in Germany.

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