Bayern Munich Partners with One Entertainment to Expand Merchandising Strategy
FC Bayern Munich have announced its partnership with One Entertainment as the club aims to expand its merchandising strategy in North America. One Entertainment will market and promote the German giant across a wide range of product categories ahead of Bayern’s summer tour in the United States.
Soccer News: FC Bayern Munich, one of the biggest and most valuable clubs in world soccer, and One Entertainment, the Las Vegas based brand management and licensing agency, today announced a licensing partnership that will accelerate the club’s branded merchandising strategy in North America.
Merchandising is one of the key strategies the club implements to develop the FC Bayern Munich brand globally, bringing the club closer to its fans around the world.
This represents an expansion of the existing range of FC Bayern products currently offered from the club’s dedicated US online store, and will be the first time club-branded merchandise will be available within the US retail market, providing FC Bayern’s US fans more options and convenience.
As part of the agreement, One Entertainment will work with FC Bayern to market, promote and license the prestigious team across a wide range of product categories, including apparel, accessories and housewares.
Karl-Heinz Rummenigge, FC Bayern Munich CEO, commented: “We have a strong commitment to our fan base in North America, and have developed an ambitious strategy in this market for the past years. Intensifying our merchandising approach ahead of our participation in the International Champions Cup and Audi Summer Tour 2016, will allow us to capitalize on the heightened attention, enthusiasm and appetite for soccer in the US.”
“Our partnership with One Entertainment is another important step in delivering the most exciting and comprehensive FC Bayern Munich experience to our fans here,” said Rudolf Vidal, Managing Director, FC Bayern Munich US. “The launch of our expanded merchandising line will come on the heels of an exhilarating summer of soccer in the US, when we will create deeper connections with existing fans and win over new fans as they watch our world-class team compete on US soil at several of the biggest NFL stadiums across the country.”
“We are incredibly thrilled by the opportunity to partner with FC Bayern Munich, one of the most iconic and appealing symbols of the game,” said David Gebel, managing partner at One Entertainment. “We will work closely with retail and manufacturing partners to bring the Bayern Munich brand to fans across North America.”
