Bayern broadens URSAPHARM deal across four teams until 2029

Bayern Munich have renewed their partnership with URSAPHARM Arzneimittel for another three years until 2029, while widening the agreement beyond the men’s football team.URSAPHARM, through its HYLO eye-care brand, will remain a Gold Partner of Bayern and will now also activate across the women’s team, basketball operation and esports team.Bayern board member for marketing and sales Rouven Kasper said: “The partnership between FC Bayern and HYLO has been marked by trust, continuity and shared goals for almost 10 years now.“That makes us all the more pleased to not only be continuing this cooperation until 2029, but also to widen it to our basketball and women’s teams as well as the esports team.”The expansion gives URSAPHARM access to a broader mix of audiences and sponsorship environments rather than concentrating its rights solely around Bayern’s men’s football operation.That creates additional activation opportunities across different demographics while increasing the overall commercial depth of the partnership.Kasper said the wider agreement also supports Bayern’s ambition to build more targeted international activity around eye health.URSAPHARM managing director of marketing and sales Christian Krensel said: “Our partnership with FC Bayern has developed into a real success story over the last nine years.“With the extension of our cooperation, we are strengthening our international visibility and we want to raise awareness among even more people on the topic of eye health, particularly in the strong growth markets of Asia and the Middle East.”Africa will also become a greater focus for joint activity, while the United Arab Emirates has been identified as a particular priority market.The partnership dates back to 2017 and has increasingly combined brand visibility with health-related messaging.Krensel said the addition of Bayern’s women’s, basketball and esports teams would open new opportunities to reach different target groups and extend the company’s educational work around eye health.The renewal reflects Bayern’s wider strategy of deepening established sponsor relationships by adding teams, markets and activation platforms rather than limiting renewals to traditional men’s first-team inventory.The agreement now gives URSAPHARM a multi-property platform across four Bayern teams until 2029, alongside a stronger international focus in Asia, the Middle East and Africa.