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FC Bayern Munich and the Häfele Group have announced a new regional partnership at a press conference in Bangkok last week. The market leader of interior design elements will be the German record champions’ “Official Regional Home Improvement Partner” for Thailand, Vietnam, India, Bangladesh, Myanmar and Sri Lanka. The cooperation includes the use of trademark rights, meet and greets with FC Bayern legends and fan trips to the Allianz Arena.
Jörg Wacker, FC Bayern München AG executive board member for internationalisation and strategy, said in Bangkok, “We are very delighted to welcome Häfele as our new regional partner. Both FC Bayern and Häfele stand for ‘Made in Germany’ quality and each has a strong presence in Asia. Both brands represent top performance and international strength, and are a perfect match.”
Volker Hellstern, managing director of Häfele Thailand, said, “Over the last 24 years Häfele has always stressed the maximisation of customer satisfaction and thereby the preservation of its leading role. The partnership between FC Bayern, one of the world’s leading football clubs, and Häfele, an international supplier in the premium market, constitutes an outstanding alliance of two strong brands.” Häfele’s product portfolio includes among others architectural hardware & furniture fittings, kitchen & bathroom fittings and electronic locking systems.”
The German record champions play an active role in Asia, organising youth initiatives and fan events. The first team have played several matches in Asia in the last few years, in China (Beijing, Shanghai and Guangzhou) in 2015 and in China (Shanghai and Shenzhen) and Singapore in 2017.
In addition, two international offices in focus markets USA (New York City) and China (Shanghai) strenghten the German record champions’ international activities. FC Bayern currently have more than 650 million fans across the globe.
