Top-flight German soccer giants Bayern Munich have launched a new three-year partnership with Ursapharm.
The pharmaceuticals company will be listed as a gold partner of the Bundesliga outfit until the end of the 2019/20 season, in a deal which will see the club endorse the brand’s new range of eye drops. The aim of the collaboration is to raise awareness of dry eye disease and emphasise the importance of daily eye care.
As part of the agreement, Bayern’s Manuel Neuer, Mats Hummels and Jerome Boateng have already appeared in a cross-media campaign promoting Ursapharm’s new products. The company will also benefit from brand exposure on pitchside LED bands at the club’s Allianz Arena.
According to German outlet Sponsors.de, the contract is worth a low seven-figure sum each year.
Karl-Heinz Rummenigge, chief executive of Bayern Munich, said: “An extremely successful German company, which is also a global player through its activities in more than 80 countries, is ideally suited to FC Bayern Munich.
“Above all, in the values, tradition, innovation and social responsibility we have lived, I see great agreement. And, of course, healthy eyes play an important role in football. FC Bayern will definitely benefit from the cooperation.”
Dominik Holzer, managing director of Ursapharm, added: “The strategic partnership with FC Bayern is the next stage in our company development. For the first time, we are targeting users through a broad-based campaign. Healthy eyes are the highest good we have, and FC Bayern will help us to create more awareness of the topic of dry eyes. The increasing digitalisation and the associated use of screens and mobile devices is a huge burden for our eyes.”
Bayern Munich were crowned champions of the Bundesliga in 2016/17 for a fifth consecutive season. They begin their title defence at home to Bayer Leverkusen on 18th August.