Deutsche Telekom prolonge avec le FC Bayern Munich

La compagnie de télécommunications allemande, Deutsche Telekom, partenaire du Bayern Munich depuis plus de 10 ans, a annoncé la reconduction de ce contrat de sponsoring avec le club allemand de football jusqu’en 2017 pour une somme avoisinant les 120 millions d’euros au total, soit 30 millions d’euros par an !

Ce partenariat permet à l’opérateur de rester présent sur le maillot du club de Frank Ribéry, sur la panneautique de l’Allianz Arena, sur les équipements du club et de l’équipe première mais aussi sur le site internet du club via une section dédiée.

Cet accord devrait aussi permettre à Deutsche Telekom de mettre en avant ses services comme « Timeshift » et ses capacités d’archivage sur le digital et de les intégrer dans le programme TV qui tourne en continu dans le stade. La marque a aussi acquis des droits exclusifs de contenu associé au club, incluant des analyses de matchs, interviews, coulisses, news et documentaires, ce qui devrait lui permettre de formater des programmes TV qu’elle pourra par la suite distribuer à ces clients MobileTV et Entertain.

Pour le chairman du Bayern Munich, Karl-Heinz Rummenigge : “Nous sommes heureux de cette prolongation de partenariat avec Deutsche Telekom . Telekom est un partenaire important, solide et innovant, nous apportant toute son expertise dans le domaine des télécommunications. Grâce au soutien de Telekom, le FC Bayern démarre la saison sur des fondations financières très solides. »  Pour Niek Jan van Damme, porte-parole de Deutsche Telekom, « cet engagement est un élément essentiel de notre réseau d’offres à destination de nos clients », avant qu’Henning Stiegenroth, monsieur Marketing Sportif chez Telekom Deutschland, n’ajoute que « la puissance de ce partenariat en terme de communication, de promotion et d’impact sur le business nous a largement convaincu et aidé par ailleurs. Le FC Bayern est notre partenaire majeur en Allemagne. »

On a donc bien compris que ce partenariat aura pour objectifs de travailler l’image de marque, de servir de levier dans la communication produit et d’implémenter de nouveaux produits et services Deutsche Telekom à la fois dans le club lui-même mais aussi pour les spectateurs et fans du club.

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