FC Bayern Munich Extends URSAPHARM Partnership Through 2029 and Expands Across Four Teams.

Roger Hampel

Photo Credit: FC Bayern

FC Bayern Munich has extended its partnership with URSAPHARM Arzneimittel GmbH and its HYLO brand for another three years, keeping the German pharmaceutical company at Gold Partner level through 2029.

The renewal expands a relationship that began in 2017 beyond Bayern’s men’s football operation. The agreement will now also cover the club’s women’s football, basketball and esports teams.

The partners will continue to focus on international markets, with Asia remaining important while Africa and the Middle East take a larger role in future activities. The United Arab Emirates has been identified as a particular focus.

Partnership Extended Three Years Through 2029 Bayern

URSAPHARM has worked with Bayern since 2017 through HYLO, its eye-health brand.

The latest agreement extends the relationship by another three years and maintains URSAPHARM’s position within Bayern’s Gold Partner sponsorship tier.

By 2029, the partnership will have run for approximately 12 years.

The extension also increases the number of Bayern properties included in the agreement. Alongside the men’s football team, URSAPHARM and HYLO will now have partnership rights connected with Bayern’s women’s team, basketball operation and esports team.

The multi-team expansion gives URSAPHARM access to different audiences within the wider FC Bayern organisation. Bayern specifically identified women’s football, basketball and esports as new components of the partnership.

Asia, Middle East and Africa Form International Focus

International expansion will remain part of the partnership’s commercial strategy.

URSAPHARM identified Asia and the Middle East as growth markets, while Bayern said Europe and Asia will continue to receive significant attention.

Africa is expected to become more prominent in future joint activity, with the United Arab Emirates receiving a specific focus.

The geographic strategy links Bayern’s international reach with URSAPHARM’s objective of increasing visibility for HYLO and its eye-health messaging outside its established European markets.

Executive Comments

Rouven Kasper, FC Bayern Board Member for Marketing and Sales, said:

“The partnership between FC Bayern and HYLO has been marked by trust, continuity and shared goals for almost 10 years now.”

Kasper said the expanded agreement will include Bayern’s basketball, women’s football and esports teams and support more targeted international activity.

Christian Krensel, Managing Director of Marketing and Sales at URSAPHARM Arzneimittel GmbH, said:

“With the extension of our cooperation, we are strengthening our international visibility.”

Krensel highlighted Asia and the Middle East as growth markets and said the addition of Bayern’s other teams will allow URSAPHARM to address different audience groups.