Cannes-Do Festival Banner

Procter & Gamble partners with Bayern Munich to have players front ad campaigns


By Tony Connelly | Sports Marketing Reporter

April 21, 2016 | 3 min read

Procter & Gamble has a partnered with German Bundesliga champions Bayern Munich in a new agreement which will see a number of the club’s stars feature in ad campaigns for the company’s portfolio.

P&G will become the club’s official partner in Germany, Austria and Switzerland when the deal commence in July this year.

Bayern Munich P&G

The partnership spans P&G’s entire brand and product portfolio and will incorporate a number of the club’s players who already have endorsement contracts with P&G brands.

Bayern forward Thomas Müller already holds an endorsement contract with Gillette, while goalkeeper Manuel Neuer is due to enter into a similar deal with Head & Shoulders.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Initial campaigns will focus on TV, digital and in-store promotions and will include special edition products for the Gillette, Braun, Head & Shoulders and Oral-B brands.

Discussing the new deal Bayern chairman, Karl-Heinz Rummenigge, said: “As the leading player in consumer goods Procter & Gamble is a very good fit to FC Bayern.

“We too strive for quality and success and try to confirm our top position in German and international football over and over again every season.”


More from Sponsorship

View all


Industry insights

View all
Add your own content +