Beats adds Bayern Munich to its growing sports sponsorship portfolio
Beats Electronics has added to its ambitious sports sponsorship portfolio, inking a deal with FC Bayern Munich.
The Apple-owned company, founded by rapper and producer Dr.Dre, already has a number of sponsorships with individual athletes including Bayern player Mario Götze, Barcelona forward Neymar Jr, NBA icon LeBron James and tennis star Serena Williams.
The new deal makes Beats the club’s exclusive headphone and speaker provider.
The deal has been marked with the a new minute-long ad featuring the all-star line-up that is the German Bundesliga champions.
Bayern’s marketing board executive, Andreas Jung, said: “With Beats we have found an internationally recognised partner who understands the symbiotic relationship between music and sports like no other.
Jung added: “Every day, our players demonstrate outstanding performance. Their mental preparation with music is just as important as their other professional training equipment.
The German club has made a number of moves recently to promote its brand in key markets such as Asia and Latin America after partnering with football site Goal and Yahoo sports.