MUNICH: Bundesliga champions Bayern Munich have named one of the leading suppliers of premium water purification systems in South-East Asia, Lux Asia Pacific as its regional partner in Thailand and Indonesia. The co-operation primarily includes the use of trademark rights for the promotion of Lux products and joint PR activities.
Lux Asia Pacific will also be a supporting partner of the FC Bayern Youth Cup in Thailand.
Bayern Munich executive board member for internationalisation and strategy, Jörg Wacker said: “We are delighted to welcome Lux Asia Pacific as regional partner. Both FC Bayern and Lux Asia Pacific have a strong presence in Asia and stand for sustainability. Both brands represent the highest quality standards. Tradition and innovation are a perfect match.”
Lux Asia Pacific CEO Alexander Holl said: “The partnership with FC Bayern is an ideal addition to our marketing activities and will help us enhance our water purification systems business. We will be able to get new customer groups interested in our products through FC Bayern’s high prominence.”
The German record champions have been active in Asia for a long time, staging youth initiatives and fan events, and also on digital channels. The first team have played a number of matches in China and Singapore in recent years. In addition, two international offices in focus markets USA (New York City) and China (Shanghai) strengthen FC Bayern’s international activities.
The club’s other regional sponsors in Asia include the likes of Hafele and Viessmann, both German companies which have expanded their operations in the continent courtesy their partnerships.
