Unique cooperation with Paulaner 

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FC Bayern Munich and Paulaner today announced a unique partnership. Under the joint slogan ‘Munich Legends’, Paulaner will be the first team-specific partner of the FC Bayern Legends. The record German champions are a global pioneer with this form of cooperation. As part of the cooperation, the Munich brewery will be featured on the shirt sleeve at FC Bayern Legends’ matches and will accompany the club’s Ambassadors and Legends on all future campaigns.


Board member for marketing, sponsoring and events Andreas Jung: “We’re very proud of our long-standing partnership with Paulaner, which is simply a perfect fit for us. We have now found our absolute dream partner in Paulaner for our premium platform FC Bayern Legends. The fact we were able to develop this creative and absolutely new way of working together in the current difficult climate once again underpins the globally unique path of our Legends.” 


FC Bayern Legends Ambassador Giovane Elber: “I was basically the inventor of the Weißbier shower at FC Bayern and have therefore been a part of the joint journey with Paulaner for many years. As a club Ambassador, I’m happy that Paulaner will be the first partner of our Legends – the next big step in our development. Above all, I’m happy for the fans, who will hopefully soon be able to meet us again in person at numerous Paulaner Fan Dreams.” 

Paulaner managing director Andreas Steinfatt: “As a partner of FC Bayern Munich, Paulaner has always stood for unique fan campaigns such as the Paulaner Cup or the Paulaner Fan Dreams. As a Munich brewery, we are delighted to be able to give fans in Germany and around the world even more special experiences with great football names and Paulaner under the label of ‘Munich Legends’.” 

The FC Bayern Legends continue to live the legendary ‘Mia san mia’ of Germany’s record champions even after the end of their playing careers, transporting the special family feeling into the global fan community that characterises this club. Since their foundation in 2017, they have offered FC Bayern‘s partners new opportunities for activation, and the fans a multitude of opportunities to experience unforgettable digital and, hopefully soon, face-to-face meetings with their idols. FC Bayern is a community that passionately sticks together, and fans from all generations find a home here. Together with FC Bayern, Paulaner has already been able to carry out numerous fan experiences under the umbrella of ‘Paulaner Fan Dreams’, including an exclusive meet and greet with the newest FC Bayern Ambassador Claudio Pizarro, a meeting with the FC Bayern Legends team at the Oktoberfest or a journey with the Legends team to the match against the Manchester United Legends. 

Meet the FC Bayern Legends:

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