Getting closer to fans and clients

Allianz extends its successful partnership with FC Bayern München for the long-term and becomes shareholder of the Munich football club. Joseph K. Gross, head of Group Market Management at Allianz SE, and Christian Deuringer, Brand Manager at Allianz SE, explain the background.

 

Mr. Gross, Allianz has been successful sponsorship partner of FC Bayern München for years, what prompted the decision to become a shareholder?

 

Gross: The investment in FC Bayern München is an important and long-term investment in our brand. FC Bayern München is in a very good position, both economically and from a sporting perspective. It looks like they will continue to play an important role in international football in the future. When people hear “FC Bayern München” they automatically remember Allianz – not least, when the home stadium, the Allianz Arena, is announced.  Worldwide the arena regularly reaches 750 million sports fans.

 

Mr. Deuringer, what added value is gained from being a shareholder?

 

Deuringer: We are extending the existing partnership that started already 14 years ago. As shareholder we now have a longer planning horizon and the quality of our partnership is different than as sponsor only. Now there will be even more visibility for Allianz in the Allianz Arena. Here we are really close to our clients. They associate us with the emotional experiences that they make here. This goes for the entire family. And of course we want to win fans as clients, we want to get them excited about us. Allianz Germany has already started selling event insurance on FC Bayern tickets. Other opportunities from the Property and Casualty area are being developed.

Joseph K. Gross, head of Group Market Management at Allianz SE: "The investment in FC Bayern Muenchen is an important and long-term investment in our brand".
Joseph K. Gross, head of Group Market Management at Allianz SE: "The investment in FC Bayern München is an important and long-term investment in our brand".

Enthusiasm for a football club is as individual as it is emotional. Are you not worried about disappointing supporters of other clubs with such a clear positioning in favor of FC Bayern München?

 

Gross: Of course not everyone is a fan of football or of one particular football club. That would be boring. But you do find FC Bayern München fans everywhere – beyond Germany. In any case, our football activities are much broader. For example, there are other stadium partnerships, like the Allianz Riviera in France or the new stadium Allianz Parque in Sao Paulo.

 

Deuringer: The situation here is quite simply that two partners, who have been based in Munich for many generations, have joined forces and embarked on a shared journey. Activities in markets such as the US or Asia are our next common goal. Munich today, the world tomorrow, as the saying goes. And yes, we can offer a lot to fans of other clubs: We are naming right partner in Nice, London, Sydney and Sao Paulo and every summer we hold the Allianz Junior Football Camp, where we invite teenagers from all over the world to Munich.

Christian Deuringer, Brand Manager at Allianz SE: "The situation here is quite simply that two partners, who have been based in Munich for many generations, have joined forces and embarked on a shared journey".
Christian Deuringer, Brand Manager at Allianz SE: "The situation here is quite simply that two partners, who have been based in Munich for many generations, have joined forces and embarked on a shared journey".

As with all content published on this site, these statements are subject to our Forward Looking Statement disclaimer:

 

Katerina Piro
Allianz SE
Phone +49.89.3800-16048
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Silke Bonarius
Allianz SE
Phone +49.89.3800-17790
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Christian Kroos
Allianz SE
Phone +49.89.3800-5043
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