Siemens-Bayern sings sustainability tune

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FC Bayern and Siemens partnership July 2020 Image: MJR Group Ltd./Coliseum

Multinational major Siemens has extended its sponsorship of German Bundesliga club Bayern Munich by another three years. The technology conglomerate will accord top priority to the sustainability quotient as part of renewal. Siemens first partnered with Bayern in 2017 and it is being termed as the ‘Performance Partnership’.

Bayern Munich is a German professional sports club based in Munich, Bavaria, in Germany. It is Germany’s most famous and successful football club. The top-flight club plays at the spectacular Allianz Arena.

The German league champions will also expand on the “performance partnership” that has existed since 2017 and will now run to the end of the 2022-23 seasons.

From focusing on “future-oriented solutions and innovative technologies” the agreement will expand in the area of sustainability related to the club’s football and basketball activities, the club said.

Joe Kaeser, Chief Executive of Siemens, said the new deal would take the alliance to a new level – “It will enable us to work together even more closely and intensively in order to further contribute our expertise and solutions, particularly in the area of sustainable technologies.”

Siemens and FC Bayern are two strong and world-renowned brands, who are united by an unending passion for performance and quality,” Kaeser noted.

“We have maintained a close and trusting relationship with Siemens since the beginning of our partnership,” averred Bayern Munich Chief Executive Karl-Heinz Rummenigge.

“We are therefore all the more pleased that we will continue to pursue our chosen path together in the future, and that we will be able to benefit from each other at various levels,” Rummenigge added.

Herbert Hainer, Chairman of the Supervisory board of FC Bayern München AG and President of FC Bayern München eV stated, “The partnership with Siemens enables us to sensibly combine innovation and sustainability in both football and basketball – two important components of our operations at FC Bayern. We will continue to adhere to this and look forward with great optimism to working with our ‘Performance Partner’ over the next three years.”

Siemens sits in the ‘platinum partner’ tier of Bayern sponsors, along with DHL, Hylo, HypoVerinsbank, Konami, Paulaner, Qatar Airways, SAP and Tipico. Media reports stated that deals in this tier are worth between €5m ($5.6m) and €11.5m per year.

The club’s top tier is led by main shirt sponsor T-Mobile, kit supplier Adidas, car partner Audi and stadium naming rights partner Allianz.

Meanwhile, Borussia Mönchengladbach has also entered into an agreement with online broker Flatex through to the end of the 2022-23 campaign. The three-year tie-up, which has a one-year option to extend, is worth up to $11.3 million per season, as per media reports.

Borussia Mönchengladbach is a professional football club based in Mönchengladbach, North Rhine-Westphalia, Germany, which plays in Bundesliga, the top-flight of German football.

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