FC Bayern Munich has united with Lux Asia Pacific, to strengthen the club’s presence within Asia.

Headquartered in Singapore, the supplier of premium water purification systems in South-East Asia will become a regional partner of the German champions in Thailand and Indonesia.

The cooperation primarily includes the use of trademark rights for the promotion of LUX and ALVA products, as well as joint PR activities. Lux Asia Pacific will also be a supporting partner of the FC Bayern Youth Cup Thailand.

Jörg Wacker, FC Bayern München AG executive board member for internationalisation and strategy commented: “We are delighted to welcome Lux Asia Pacific as regional partner. Both FC Bayern and Lux Asia Pacific have a strong presence in Asia and stand for sustainability. Both brands represent the highest quality standards. Tradition and innovation are a perfect match.”

Alexander Holl, Lux Asia Pacific Pte Ltd CEO added: “The partnership with FC Bayern is an ideal addition to our marketing activities and will help us enhance our water purification systems business. We will be able to get new customer groups interested in our products through FC Bayern’s high prominence.”

The German side have a strong history of activity in the Asian market, staging youth initiatives and fan events, as well as expansion on digital channels.

Lux Asia Pacific is a brand well renowned brand for the sale of premium household appliances and has been active in this region for more than 40 years. Over the last few years the company has become one of the leading suppliers of premium water purification systems for private households.

Insider Insight: As a global football powerhouse, Bayern’s continued expansion into the Asian market comes as no surprise. Importantly though, the German champions aren’t just acquiring an array of partners in the region but are setting up tournaments and truly building brand recognition in the country. 

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