FC Bayern has extended its cooperation with Coca-Cola, which has existed for over 50 years, by another five years. It’s one of the longest partnerships in the German champions’ history. The world-famous drinks manufacturer will continue to offer visitors to home matches at the Allianz Arena an extensive range of soft drinks. In addition, the cooperation includes selected fan engagement activations for both the FC Bayern men’s and women’s teams. The partnership is being expanded, with Powerade being added to the existing product portfolio. With this, the German champions aim to break new ground in the isotonic and hydration drinks sector and thereby support the sporting performance of their professional football teams.
Rouven Kasper, FC Bayern board member for marketing & sales: “Long-term and reliable partnerships are very much to FC Bayern’s liking – and with Coca-Cola we share a success story that now goes back over 50 years. We are delighted to still have this extremely loyal, world-renowned and strong partner by our side and to expand our cooperation.”
Andreas Laub, Coca-Cola Europacific Partnerships (CCEP): “The partnership with FC Bayern is very special to Coca-Cola. It represents continuity, trust and shared success stories spanning generations. We are very excited to continue on this journey together and to focus our collaboration even more closely on the needs of the fans in the future. With our expanded portfolio, particularly in the hydration area through Powerade, we aim to bring fresh impetus and further enrich the matchday experience.”
The extension underlines the extraordinary longevity of the cooperation between FC Bayern and Coca-Cola. The partnership has constantly evolved over decades, fueled by mutual trust and the highest shared standards. At the stadium, Coca-Cola has established itself as an integral part of FCB home matchdays. With a varied product range, the brand accompanies the stadium experience from arrival at the Allianz Arena to full time, providing refreshment to millions of fans season after season.
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