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Apple moves into sports sponsorship with FC Bayern Munich partnership


By Tony Connelly, Sports Marketing Reporter

January 31, 2017 | 2 min read

German football club Bayern Munich have signed an exclusive partnership with Apple Music as music streaming service steps up its push into sports marketing.

The deal with FC Bayern Munich is Apple's first with a sports team

The deal with FC Bayern Munich is Apple's first with a sports team

The deal will see Bayern players and staff curate playlists and generate unique content for Apple Music such as football-related videos and interviews.

It builds on previous ties with company through the club’s partnership with Apple-owned Beats by Dre, who will continue to be Bayern Munich’s official sound partner.

The deal marks the first time that Apple have partnered with a professional sports property, however its rivals such as Spotify and Deezer already have investments in sponsorships with football teams.

Spotify have an agreement with fellow German club Borussia Mönchengladbach in a deal which sees the club create official playlists, integrate Spotify into their website and collaborate over joint marketing campaigns.

It is Deezer however, which has been the most active in agreeing high-profile partnerships with top European football clubs. The music streaming service recently announced a deal with Manchester United in an effort to speak more directly to consumers and tap into what the French company believes is a natural affinity between football and music.

Deezer quickly followed this up by signing FC Barcelona in a similar deal to that with United.

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