Bundesliga giant Bayern Munich has agreed to a global media partnership with leading soccer site Goal.com for three years in a bid to grow its brand awareness in China and US markets. The agreement was announced on Monday.

The deal will include the mutual exchange of content across all digital platforms with a particular focus in promoting the content in China and the US where the German club wants to increase its 400 million strong fan base.

Both parties are expected to benefit from the partnership, with FC Bayern receiving editorial and video content surrounding the Bundesliga from Goal.com which is designed to offer fans comprehensive coverage on the club’s media platforms.

With a particular audience-focus in China and the United States, Goal.com‘s website operates 37 localized editions in 18 languages which gives it a huge global reach and millions of monthly visitors. It will benefit from receiving behind-the-scenes content from club which will in turn help grow its viewership and brand awareness.

Executive Board Member of Internationalization and Strategy of FC Bayern Munich, Joerg Wacker, described the partnership as “an important step in our internationalization strategy“ and said that the agreement would increase the club’s “visibility in our target markets in the U.S. and China.”

Taken from SportsBusiness