How did the partnership between Allianz, FC Bayern München and the new stadium come about in the first place?
Essentially, the partnership dates back to the days when Franz Beckenbauer started as an insurance trainee at Allianz. Since then, it has, of course, gone from strength to strength, being underpinned and supported by formal contracts. But the general spirit of cooperation between FC Bayern and Allianz is a long-standing one. Naturally, this is also due to the fact that Allianz, like FC Bayern, is based in Munich. Another important aspect from Allianz's perspective was the fact that the company decided to be involved in the arena project early on. After all, it is difficult to change a stadium brand that's already been established. If you try to, it rarely goes over well with a club's fans.
What's so special about the partnership?
I believe that every solid partnership is based on a certain vibe or chemistry, on the ability to bring together a whole bunch of different people working in different areas. It's about being able to identify the common denominator between the art of risk management and the fun and passion that football can inspire.
Our industry is not one that deals with tangible products; the product that we provide to our customers is a promise. So we're obviously grateful that the Allianz Arena has given us an opportunity to create a modern, forward-looking image for our company. The Allianz Arena has a special role to play in this respect. It radiates these values not only across Europe, but across Asia and the rest of the world.
Are Allianz customers particularly keen on football?
Soccer is played everywhere, so it acts like a sort of international language. This is something we are reminded of every year when we invite youngsters from all over the world to Munich to take part in the Allianz Junior Football Camp and train with the youth coaches of FC Bayern München. More and more children take part every year, and the number of applications keeps going up. And then there's the worldwide hype surrounding events like the Champions League final in Munich or major football tournaments, which is immense. This is why we're working on creating a permanent presence for the Allianz Arena by expanding the Allianz family of stadiums. The Allianz Stadium in Sydney, the Allianz Park in London and the Allianz Riviera in Nice have all joined this family. Because Allianz doesn't yet enjoy the same sort of profile in these markets, we hope to use these stadiums to allow people to develop an emotional attachment to the brand and experience it in a tangible way.
What are you particularly proud of?
The Allianz Arena is one of the most state-of-the-art stadiums in the world as far as security and fire protection are concerned. But Allianz is also well ahead of the game when it comes to access for people with disabilities. Another aspect is the fact that the partnership has repeatedly opened surprising doors for us when it comes to establishing contacts: this summer, we invited the FC Bayern player David Alaba to London as a torch bearer at the Paralympics. This allows us to raise awareness among young footballers of individual needs that do not feature in day-to-day life at FC Bayern. Another positive aspect is the fact that the Arena is not only home to FC Bayern München, but also to Munich's other football club, 1860. So the whole concept is very well-rounded - this is something we're really proud of.
