Singapore’s Lux Asia Pacific Enters Sponsorship Game With Regional Bayern Munich Deal

The company, which supplies water purification systems in Southeast Asia, will have the right to use the Bundesliga giant’s trademark to promote its Lux and Alva products. They will also collaborate on other marketing and public relations campaigns. In addition, Lux Asia Pacific will serve as a supporting partner of the FC Bayern Youth Cup Thailand, which has been staged annually in the country since 2014.

“The partnership with FC Bayern is an ideal addition to our marketing activities and will help us enhance our water purification systems business,” said Lux Asia Pacific chief executive Alexander Holl. “We will be able to get new customer groups interested in our products through FC Bayern’s high prominence.”

The deal marks Bayern’s burgeoning commercial footprint in Asia, where they have staged a number of youth football initiatives and fan events in recent years. The first team have also played pre-season International Champions Cup (ICC) fixtures in China and Singapore, while the club has a dedicated office for the region in Shanghai.

“Both FC Bayern and Lux Asia Pacific have a strong presence in Asia and stand for sustainability,” added Jorg Wacker, Bayern’s executive board member for internationalisation and strategy. “Both brands represent the highest quality standards. Tradition and innovation are a perfect match.”

Prior to its recent Bayern Munich connection, Lux Asia Pacific has been nascent in the Asian sponsorship market while the German football giant’s commercial fortunes have been rather mixed this year with a slate of withdrawals from its usual long-term backers such as Adidas, Allianz and Audi from the Thailand leg of the club’s popular Youth Cup.