Bayern signs partnership for Asian markets

German Bundesliga football club Bayern Munich has entered into an Asia-focused partnership with furniture manufacturer Häfele.

The deal, the length of which was not disclosed, names Häfele as Bayern’s official regional home improvement partner for Thailand, Vietnam, India, Bangladesh, Myanmar and Sri Lanka.

The partnership grants Häfele the use of trademark rights, along with meet and greets with Bayern legends and fan trips to the club’s Allianz Arena.

Bayern has a strong presence in Asia, having played a number of matches on the continent in recent years. The club also has an international office based in the Chinese city of Shanghai.