FC Bayern Extends Partnership with Schwarz Group Companies
Munich, September 2025 – FC Bayern have announced the early renewal and expansion of their partnership with the Schwarz Group, one of Europe’s largest retail groups and parent company of Lidl and Kaufland. The agreement, first launched in July 2023, will now include a wider range of brand activations and extend to the club’s basketball division, strengthening the collaboration across multiple sports.
Taking the Partnership to the Next Level
“We are delighted not only to extend our cooperation with the Schwarz Group companies ahead of time, but also to take it to the next level together. Partnerships like this represent what is important to us at FC Bayern: continuity, reliability and innovative strength,” said Jan-Christian Dreesen, CEO of FC Bayern.
“We are adding a new and exciting chapter to our long-term and successful partnership with FC Bayern. We are delighted to support the club in shaping the future of sport responsibly with technological innovations, sustainable solutions and conscious nutrition,” added Marc Hohenberg, Managing Director of Sports Marketing and Cross Business at the Schwarz Group.
Expanded Brand Integration
The Schwarz Group partnership previously highlighted Saskia mineral water, one of Lidl’s leading private-label products. Under the new agreement, additional brands from the group will gain visibility, including Alesto, Lidl’s popular snack brand known for its healthy nut and dried fruit range. This expansion aims to further embed the group’s products into the daily lives of the FC Bayern community.
Partnership Across Football and Basketball
The renewal will also extend to FC Bayern Basketball, broadening the reach of the Schwarz Group within German and European sport. With activations spanning both football and basketball, the collaboration demonstrates a holistic, multi-sport partnership built on innovation, sustainability, and healthy living.
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