Bayern Munich signs multi-year deal with NHL

German football giants Bayern Munich have announced a new multi-year partnership agreement with the National Hockey League (NHL) with the partnership set to see NHL and Bayern Munich work together to  grow the NHL in Germany. 

Bayern Munich and NHL will work on fan engagement activations including  digital and social media campaigns, co-branded content and merchandising opportunities, street hockey events, watch parties, matchday activations at the Allianz Arena, youth programmes, hospitality experiences, and business networking events. Both will also work on player appearances, experience-oriented activations, cross-promotional campaigns as well as other community engagement and storytelling initiatives created for the fans. 

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.”