GERMANY: Coca-Cola Co extends Bayern Munich tie-up

By | 26 February 2013

Coca-Cola has sponsored Bayern Munich for 45 years

Coca-Cola has sponsored Bayern Munich for 45 years

The Coca-Cola Co has agreed a three-year sponsorship extension with German football club Bayern Munich. 

The 45-year partnership will now run until at least 2016 in a deal that includes stadium activations and store and restaurant promotions, Coca-Cola's German unit said yesterday (25 February). Financial details of the tie-up were not disclosed. 

Bayern have played home games at the Allianz Arena since 2005, and last year the stadium hosted the Champions League final.

“We are very pleased that after many years of success we will continue working with the industry leader,” Coca-Cola Bavaria director Rudolf Greimel said.

Earlier this year, Coca-Cola's German operations were hit by strike action ahead of discussions over possible job losses and more flexible working hours.

Expert analysis

Functional Drinks - Germany

Energy drinks received a lot of bad press in 2009; in particular, Red Bull Deutschland GmbH was prohibited from selling its newly introduced Red Bull Cola in five German states after it was discovered it contained traces of cocaine. After further tests and a verdict that the traces were too minimal to cause any harm to consumers, this ban was lifted after three months in late August 2009.

Sectors: Marketing – advertising & promotions, Soft drinks

Companies: Coca-Cola Co, Bavaria

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GERMANY: Coca-Cola Co extends Bayern Munich tie-up

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