Tiger Balm Scores Regional Partnership With FC Bayern Munich 

Popular Singaporean pain relief brand Tiger Balm has struck a regional partnership deal with Bundesliga behemoth FC Bayern Munich.   

The four-year partnership covers Singapore, Thailand, Malaysia, Vietnam, Hong Kong, and China. It is deemed to be more than a mere endorsement deal and represents a collaboration leveraging on the esteemed reputations behind both brands.   

Following the deal, Michael Diederich, Executive Vice Chairman of FC Bayern, stated, “We are delighted to announce our new partnership with Tiger Balm – a collaboration between two successful brands steeped in tradition and characterised by a long history of success. This partnership will give our club an even greater presence in the region.”

Mr. Wee Ee Lim, CEO of Haw Par Healthcare, added, “This partnership not only aligns two trusted and reliable brands but also brings a new level of excitement and engagement to our fans across Southeast Asia and China. Tiger Balm and FC Bayern share a heritage of excellence and trust among their fans. We are thrilled to embark on this journey together and look forward to a successful collaboration.”

According to ASN data, Tiger Balm (0.8%, US$150k)  is outside the top 10 ranked brands for its category in the Asian sponsorship landscape since Q421, with a quarterly average investment of a mere US$12.5k during this period. This has not been aided by a spate of withdrawals in the athletics world in Southeast Asia. Most deals for the brand are between US$25k and US$50k, and  obviously the deal with Bayern Munich will significantly boost the brand’s sponsorship spend in the region.