Bayern Munich refresh 49-year-old Coca-Cola partnership

German soccer giants renew with soft drink brand for three years.

Bayern Munich refresh 49-year-old Coca-Cola partnership

German soccer champions Bayern Munich have renewed their longstanding partnership with Coca-Cola for a further three years.

In a deal announced on Thursday, the soft drinks giant will continue to offer a range of non-alcoholic beverages on matchdays at the Bundesliga side’s Allianz Arena, where the brand will also be extensively advertised.

Additionally, the two parties will launch a series of fan-focused promotions and campaigns around the 27-time German champions’ home ground. The financial terms of the extension, which will bring the partnership up to 50 years, were not disclosed.  

“The further cooperation with Coca-Cola is a great recognition of our joint work,” said Andreas Jung, marketing director of Bayern Munich. “We are proud to continue to be one of the strongest brands in the world with Coca-Cola and are looking forward to the upcoming 50th anniversary of our partnership in the coming season.”

“The extension of the cooperation for the next three years is something special,” added Andreas Laub, head of sports and event marketing for Coca-Cola European Partners Deutschland. “FC Bayern and Coca-Cola will celebrate the 50th anniversary of their partnership in the 2018/2019 season. For the upcoming season, we wish the players and the coaching team around head coach Jupp Heynckes a lot of success and a title-rich playing time.”

Bayern Munich, who are pursuing their sixth consecutive league title, are second in the Bundesliga, five points behind leaders Borussia Dortmund. They play their next fixture at home to SC Freiburg on Saturday.