FC Bayern Munich announce multi-year NHL agreement

Fußball-Club Bayern München, globally known as FC Bayern Munich, have announced a multi-year partnership with the National Hockey League (NHL).

The partnership will aim at “supporting the development of the NHL in Germany as well as that of FC Bayern in North America”.

The two parties will work on fan engagement activations, including digital and social media campaigns, co-branded content and merchandising opportunities, street hockey events in Munich, watch parties, matchday activations at the Allianz Arena, youth programmes, hospitality experiences, and business networking events. Player appearances, experience-oriented activations, cross-promotional campaigns, as well as community engagement and storytelling initiatives are also part of the agreement. 

Rouven Kasper, Board Member for Marketing and Sales, FC Bayern Munich, said:

“FC Bayern is renowned for constantly breaking the mould – and we are very excited about this special partnership with the NHL. By developing ideas together with one of the most tradition-steeped leagues in world sport, the connection of our respective regions will create unique synergies on a wide variety of levels, in sports and beyond. We are creating a platform that promises long-term value for both partners and sets a new benchmark in terms of what cross-sport collaborations can achieve.”

Keith Wachtel, President, NHL Business, said:

“Germany is one of the most important international growth markets for the NHL, and FC Bayern is one of the most famous and respected sport brands in the world. Through the combination of the NHL’s passion for ice hockey with FC Bayern’s extraordinary reach and closeness to fans, we have a massive strategic opportunity to get more people interested in our sport, deepen the connection to existing fans and create one-of-a-kind experiences.”