Fairness, reliability and trust are highly valued at FC Bayern. It is no accident that partnerships with a host of sponsors have lasted for years, and in some cases for decades (for example Deutsche Telekom, adidas, Audi, Lufthansa, Paulaner, and Coca-Cola). Commitments of this duration and durability rate as exceptional in German and international football. “We would never invest in any other club the way we invest in FC Bayern," says adidas chairman Herbert Hainer. FC Bayern always listens hard to its partners, because both parties should benefit from the relationship. FC Bayern also maintains similar partnerships with its fans, fan clubs and members.
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