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FC Bayern now brand champions too

'Best of the Best' at the German Brand Awards 2019

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The German Brand Awards 2019 were presented for the fourth time on Thursday evening at a gala at the Telekom branch in Berlin. The new brand presence of FC Bayern Munich impressed the panel of judges and was named best of the best in the category 'Brand Effect of the Year' and was a German Brand Awards winner in the 'Brand Design' category.

The panel of judges explained their decision as follows: "Mia san mia! – FC Bayern München presents itself in a refreshingly new and modern way without losing any of their recognition factor. Indeed, they have succeeded in creating a distinct identity that clearly represents the tradition, emotion, and passion of the club and its fans in all aspects. An incredibly impressive and detailed refresh worthy of one of the most famous and successful football clubs in the world."

"Football has changed a lot in recent years: It has become more global, dynamic and complex. To prosper economically in this area as a club and remain successful away from the pitch means brand occupies a central position today," said Karl-Heinz Rummenigge, chairman of FC Bayern München AG.

"We are very happy to receive this high-quality award. It shows we are on the right track with our brand," added Philipp Mokrohs, head of market strategy and branding at FC Bayern München. "A solid brand foundation, a clear strategy, and an unmistakable identity are the driving forces required to be successful as a brand today."

The brand refresh includes the development of a corporate font including a separate font for the kit, high-contrast pictorial elements and a new system layout that can be used flexibly and across all media and thereby meets all requirements of a modern corporate design.

Kicking off in the 2018-2019 season, the brand presence will be implemented across the board: from autograph and season cards, via social media platforms through to the official team bus and the players’ tunnel at the Allianz Arena.