In a bid to increase its visibility and growth across Asia, FC Bayern Munich has partnered with Singaporean athlete pain relief supplement brand Tiger Balm.
The four-year partnership will commence ahead of the upcoming 2024/25 Bundesliga season and ends in 2028.
The German football giants will gain significant exposure across multiple Asian countries as part of the deal, including China, Singapore, Malaysia, Thailand, and Vietnam.
Michael Diederich, Executive Vice Chairman of Bayern Munich, said: “We are delighted to announce our new partnership with Tiger Balm – a collaboration between two successful brands steeped in tradition and characterised by a long history of success.
“This partnership will give our club an even greater presence in the region.”
Conversely, through association with Bayern Munich, Tiger Balm will also greatly benefit from additional exposure alongside one of European football’s largest clubs.
Speaking on the partnership with Bayern, Wee Ee Lim, CEO of Haw Par Healthcare, added: “This partnership not only aligns two trusted and reliable brands but also brings a new level of excitement and engagement to our fans across Southeast Asia and China.
“Tiger Balm and FC Bayern share a heritage of excellence and trust among their fans. We are thrilled to embark on this journey together and look forward to a successful collaboration.”
In recent months, Bayern have not been shy in breaking away from traditional sponsorship partnerships such as agreements with payments and beverage companies. The 33 time German champions have also inked a deal with Austrian crypto platform Bitpanda.
