Bundesliga champion Bayern sign up battery-maker Varta

(Photo by Catherine Ivill/Getty Images)

German Bundesliga club FC Bayern has signed an official partner deal with battery and energy storage systems company Varta.

The deal will officially run for three seasons, from 2020-21 to 2022-23, but gives Varta immediate association with the club on the fcbayern.com sponsorship billboard.

The brand’s activation rights will focus on Bayern’s digital assets and use of its trademarks. Varta will also become official partner of the FC Bayern Kids Club.

Like Bayern, Varta is based in southern Germany and “has developed from its base in southern Germany into a national industry leader and globally successful company”, according to Andreas Jung, executive board member at Bayern.

Varta’s products include micro-batteries, household batteries and energy storage systems and are directed towards both the consumer market and original equipment manufacturers.

In the latter case, for example, Varta is a supplier of miniature batteries to the massively successful Apple AirPods wireless headphone product. Varta’s share price rose by as much as 4.5 per cent following the release of an article revealing the company’s business with Apple.

The Bayern deal puts Varta in a 15-strong Official Sponsor tier at the club, which also includes Apple’s streaming brand Apple Music and Apple subsidiary Beats Electronics. According to SportBusiness Soccer, deals in this tier typically sell for six-figure-euros per year.