MUNICH / ISPORTCONNECT: German financial services company Allianz has no only extended its partnership with Bayern Munich but bought further into the world, European and German champions.
As part of a capital increase, Allianz SE is acquiring a share of 8.33pc FC Bayern München AG for €110m.
The capital from the investment is to fuel repayment of debts and creation of a youth football centre of excellence. The naming rights, including an option, for the Allianz Arena been extended long-term until 2041.
The partnership between Allianz and Bayern began in 2000 and became high-visibility since the opening of the Allianz Arena in 2005. It claims 23m visitors in that time.
Allianz believes the partnership creates national and international brand awareness and good will. Tailor-made insurance products will be developed for fans and offered via the Bayern website.