Einhell Germany AG extends partnership with FC Bayern
Einhell Germany AG continues to drive the worldwide expansion of its brand. To this end the company is relying long-term on the international charisma of FC Bayern: The stock exchange listed company from Landau an der Isar has extended its partnership with the record-breaking German soccer team until 2027. Einhell Germany AG has been partner and “Official Home & Garden Expert” of the two-time treble winner since August 2021.
Two strong brands in partnership on the same wavelength
“FC Bayern is a global ambassador for first-class quality from Germany and stands for dominance, emotion, performance and endurance. Einhell embodies the same values and we also have the aspiration to rank among the top players on the global DIY market. For this reason, we have decided at this early stage already to extend the contract until 2027. We are firmly convinced that the partnership will continue to have a powerful impact on our cordless platform with its now more than 300 tools and that it will boost the international perception of the Einhell brand,” says Andreas Kroiss, CEO of Einhell Germany AG.
Expansion of brand visibility in FC Bayern environment
Initially the contract between FC Bayern and Einhell Germany AG was signed to run for four years, but in an early move it has now been extended for a further two years until 2027. To coincide with the extension, the Einhell brand will also be presented with immediate effect on the LED adboards in the Allianz Arena. This year will also see the production of more video and graphic material showing legends of the FC Bayern, which will lead to higher levels of media attention and presence for the Einhell brand on various communication channels.
Andreas Jung, FC Bayern board member for marketing: “We are delighted to enter into an early extension with such a strong and extremely committed partner as Einhell and to expand our partnership even further. The first two years have already shown the commitment and creativity of the Einhell brand. Among other things, the Power X-Change cordless tools support our ground staff in their daily work and therefore create the best playing conditions for our team on the training ground at Säbener Straße and the Allianz Arena.”
Strong marketing measures for brand internationalization
In its first two years as Gold Partner and “Official Home & Garden Expert” of FC Bayern, Einhell Germany AG was already involved in numerous successful marketing and communication activities with the German record-holder and two-time treble winner.
Einhell kicked off the partnership with FC Bayern with some spectacular guerrilla advertising. The company used its own Power X-Change tools to mow a huge FC Bayern logo onto a meadow in the direct vicinity of Munich airport. When finished, the logo was twice the size of a football field.
Another start-up in 2021 was a TV campaign with the E-Team that “Made the Impossible Possible” in the Allianz Arena using cordless tools and the Power X-Change platform from Einhell. In 2022 the campaign was rolled out internationally in 13 countries. The same year also saw the first production of video and graphic content that showed the FC Bayern legends Giovane Élber and Claudio Pizarro using a variety of cordless tools from the Einhell range at FC Bayern’s training center on Säbener Strasse. And for all fans wanting to give their own lawns a championship cut, Einhell Germany AG is offering two licensed products in its FC Bayern Special Edition. Since 2022 a cordless lawn mower and a cordless impact drill have been available in the FC Bayern Fan Shop and from selected dealers.
About Einhell Germany AG
Einhell is a leading manufacturer of state-of-the-art tools and equipment for the house and garden. From its headquarters in Landau/Isar (Bavaria), the internationally successful company has continuously expanded its innovative rechargeable battery platform Power X-Change and is now the market leader in the area of cordless tools and garden equipment. For many years Einhell has set new standards in terms of endurance, performance, and safety. Einhell customers appreciate the freedom of cordless operation for all their DIY projects, as well as the excellent value for money that Einhell products represent and the first-class customer service offered by the company.