Three more years side by side
Thu, 07/09/23, 12:00
FC Bayern and Miele extend contract
FC Bayern and Miele have extended their cooperation for another three years. The German record champions and the world's leading supplier of premium domestic appliances have been partners since 2020.
Andreas Jung, FC Bayern board member for marketing: "FC Bayern and Miele stand for enjoyment. We want to inspire fans with our game, Miele inspires them with gourmet experiences. We are delighted to have extended this partnership for a further three years. Continuity is important to us and we are sure that we can continue to offer people a lot together - on and off the pitch."
Dr. Axel Kniehl, managing director of marketing and sales at the Miele Group: "FC Bayern and Miele - that is the unique combination of fascinating top-class sport and exclusive enjoyment experiences. We look forward to further expanding this successful team play together in the years to come."
In addition to Germany and China, the activation rights now also extend to Brazil, Mexico and the USA, another three important growth markets. Football plays a special role in these countries - especially in view of the 2026 World Cup in the USA, Canada and Mexico. The heart of the cooperation remains the Miele Lounge in the Allianz Arena. Here, guests of both partners can enjoy a variety of culinary offerings at FC Bayern home matches, including live cooking in the open show kitchen. Between matchdays, Miele invites guests to the lounge for cooking events. Miele is also present in the penthouse of FC Bayern's DO&CO Boutique Hotel in the city centre. At an exclusive dinner series, top chefs of international standing give guests inspiring insights into their lives and culinary art in a small circle.
PRIME Hydration is Bayern's new official Isotonic Drink Partner: