FC Bayern Munich Strengthens its Marketing Presence in Asia

Hi everyone,
FC Bayern Munich signed a partnership deal with Chinese energy holding company Yingli Green. Yingli Green Energy Holding Company Limited, who holds the brand Yingli Solar, is a leading solar energy company and one of the world’s largest vertically integrated photovoltaic manufacturers. They develop, manufacture and sell photovoltaic modules to a wide range of markets, including Germany, Spain, Italy, Greece, France, South Korea, China, and the United States.

Both “brands” announced their strategic partnership yesterday at the Allianz Arena, where many journalists attended the event. Yingli Green Energy’s sponsorship agreement as an Official Premium Partner in the renewable energy business sector commences season 2010/2011 (2nd leg) and continues until the end of 2013/14 season. The Company is granted a series of marketing rights, including ticketing and hospitality, advertising and media/public relations as well as the right to market and sell its solar products in the official FCB fan shops.

Dr Liu, (Vice President of Yingli Green) said: “We are excited to be an Official Premium Partner of FCB. FCB is one of the most successful football clubs in Germany and in the world. We look forward to working with FCB toward our common goal of creating a more sustainable future by providing our expertise in solar energy. With this sponsorship, we are happy to be even closer to our long-term partners and friends here in Germany. I would like to take this opportunity to thank all of those for their great support and trust in our brand Yingli Solar”.

“Furthermore, as many of you may know that our mission is to provide affordable green energy to everyone. As we get closer to grid parity, I am sure that we will be seeing more and more solar products on rooftops. By becoming an Official Premium Partner of FCB, we also wish to be even closer to our end customers. We believe that this is the right step to take to welcome solar energy’s new era”, Dr. Liu concluded.

As for the Bavarian club, Karl-Heinz Rummenigge (FC Bayern Munich President) said “We would like to welcome Yingli Solar to the FC Bayern family. It truly marks a historical moment in FC Bayern’s history to have a leading renewable energy company to become our Official Premium Partner. This is also a partnership to further enhance FC Bayern’s dedication to society and a more sustainable future. Both our club and Yingli Solar share a common goal: Be socially and environmentally responsible in every decision we make for a better and greener world. We also look forward to utilizing Yingli Solar’s expertise in the renewable energy area to see how we could make FC Bayern greener”. [Source: Football Marketing].

Bayern Munich position itself smartly on the fastest growing economy worldwide.
The Chinese economy is booming and the knock on effect on football will be interesting to watch. The Bayern Munich fan base in Asia is significant, and a strategic partnership is key for the Bavarian club. Bayern Munich toured in Asia already and, by partnering with a major industry leader in China, strengthens its presence in the Asian market.

Playing a couple of pre season games abroad, selling jerseys and launching marketing activities is not enough. A local key partner is vital should a global club wants to maximise its presence and enhance its marketing longevity.

Karl Lusbec


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