FC Bayern has extended its contract with the companies of the Schwarz Group. In addition, the cooperation will be expanded in terms of content and extended to include FC Bayern's basketball team. The partnership with the German record champions has been in place since July 2023.
Jan-Christian Dreesen, FC Bayern CEO: “We are delighted not only to extend our cooperation with the Schwarz Group companies ahead of time, but also to take it to the next level together. Partnerships like this represent what is important to us at FC Bayern: continuity, reliability and innovative strength.”
Marc Hohenberg, managing director of sports marketing and cross business at the Schwarz Group: “We are adding a new and exciting chapter to our long-term and successful partnership with FC Bayern. We are delighted to support the club in shaping the future of sport responsibly with technological innovations, sustainable solutions and conscious nutrition.”
The expansion of the football partnership will allow other Lidl-owned brands in addition to Saskia mineral water to be in the spotlight. One example of this is the own-brand Alesto, which is set to enrich the everyday lives of the FC Bayern family with its healthy variety.
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