AD-HOC: adidas and FC Bayern Munich agree on a unique strategic partnership
Munich, Herzogenaurach, 18 September 2001 - adidas, the world's leading soccer brand, will remain official sponsor, official supplier and licensee of FC Bayern Munich until 2010. adidas and FC Bayern Munich will sign and announce a corresponding agreement today in Munich. At the same time, adidas is placing its more than 35 years of working together as partners with the current winner of the UEFA Champions League and German champion on a new, innovative basis. adidas-Salomon AG intends to acquire a 10% share of the, yet to be founded, FC Bayern Munich AG. A corresponding agreement will also be signed today. The purchase price for this 10% interest is, according to an existing first evaluation, expected to amount to 75 million euros. It is intended to raise this sum by using existing authorized capital, i.e. by issuing new shares.
“adidas and FC Bayern Munich are united by far more than just a partnership of many years as sponsor and supplier. We are also bound together by an incomparable passion for soccer. Together, we have stood for top performance in this sport for more than 35 years. With our new agreement we have elevated this thoroughly successful partnership to a new level that is unparalleled in the world. It will allow us to work together even more closely and intensely to further increase our competence and class in each of our fields of activities,” said Herbert Hainer, Chief Executive Officer of adidas-Salomon AG.
Franz Beckenbauer, President of FC Bayern Munich, commented: “This new partnership with adidas will help us to master the challenges of the future. FC Bayern will continue to be one of the top teams in European and international soccer. The two agreements with adidas create an outstanding basis for this.”
adidas consistently advances its Top-Sponsoring-Concept with this new and expanded partnership with FC Bayern Munich. It provides for an intensive cooperation with the best sport symbols in the world. “adidas is the undisputed world’s best in soccer. Our long-term engagement with FC Bayern Munich emphasizes our determination to remain the brand of choice for players and fans all over the world; on every level and in every phase of the game," said Erich Stamminger, member of the Executive Board of adidas-Salomon AG, responsible for Global Marketing. “The aim of our sponsoring concept is to intensify the cooperation with our key partners. Our new, innovative agreement with FC Bayern Munich permits us to do exactly that.”
Thus, adidas and FC Bayern Munich are active in all fields of marketing and merchandising, as well as in the promotion and support of young athletes, and talent scouting. In May of this year, 3,000 youngsters participated in the series of events “Be a champ 2006” on the FC Bayern Munich’s training grounds. A new joint advertising campaign by adidas and FC Bayern Munich was presented in August at the start of the 2001/2002 national league season and is currently to be seen on all major TV stations in Germany.
“No other sport moves and fascinates people in the whole world as soccer does. adidas speaks this only really and truly global language so well that soccer and adidas have become one. That is why adidas is the perfect partner for us. We are on one and the same wavelength and pursue the same goals. We are pleased to be able to begin a new era of success with our partner of many years,” said Uli Hoeneß, manager of FC Bayern Munich.
Further adidas top partners in soccer are the World and European Champions France, as well as the national soccer teams of Germany, Spain and Japan, the clubs Real Madrid, AC Milan, Ajax Amsterdam and Olympique Marseille, the players Zinedine Zidane, David Beckham, Raúl Gonzales, Alessandro Del Piero and Patrick Kluivert. In addition to this, adidas is official sponsor, supplier and licensee of the FIFA World Cup™ 2002 in Japan and Korea and 2006 in Germany.
adidas is the outstanding brand in international soccer, ever since adidas’ founder Adi Dassler made his first pair of soccer shoes 80 years ago. Through its engagement for product innovations, adidas has always been able to develop soccer shoes, textiles and accessories that were able to improve the game. adidas is responsible for almost all major technical innovations in the soccer industry, including the screw-in studs, nylon soles of various degrees of rigidity and – in the recent past – the Predator soccer shoe with exchangeable Traxion studs.
Herbert Hainer: “This strategic partnership with FC Bayern Munich opens new perspectives in new business areas, such as sport marketing or TV rights. At the same time, it will help us to further strengthen our leading position in soccer and in our home market Germany. Seen in this light, the agreements signed today are another milestone for adidas on the way to becoming the leading sports brand in the world.”