Observed Signal · Sep 15, 2026 · Market Signal · Source: URSAPHARM · Impact: 3.5/5
URSAPHARM und der FC Bayern bauen erfolgreiche Partnerschaft weiter aus
Die URSAPHARM Arzneimittel GmbH und der FC Bayern München setzen ihre erfolgreiche Zusammenarbeit fort. Mit HYLO®, dem marktführenden Sortiment im Bereich der Befeuchtung trockener Augen, bleibt URSAPHARM bis 2029 Gold Partner der ersten Herrenmannschaft des deutschen Rekordmeisters. Gleichzeitig wird die Partnerschaft strategisch ausgebaut: Neben einer stärkeren Ausrichtung auf die asiatischen Märkte […]
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WIRmachenDRUCK wird Top-Partner der MHP RIESEN
WIRmachenDRUCK und die Basketballer der MHP RIESEN aus Ludwigsburg bauen ihre erfolgreiche Partnerschaft weiter aus. Zur neuen Saison werden wir Top-Partner und übernehmen für die kommenden drei Spielzeiten das Namensrecht am neuen „WIRmachenDRUCK Business Club“.
Viessmann and FC Bayern launch 'Home Advantage' campaign
Viessmann Climate Solutions, official climate partner of FC Bayern München since 2021, launched a joint marketing campaign called "Heimvorteil" (Home Advantage). The campaign centers on a hero film that links stadium climate technology—19 Viessmann heat pumps at the Allianz Arena—to residential heat pumps for consumers. Media planning and paid placements (YouTube, Instagram, TikTok, Facebook) are handled in-house by Viessmann Climate Solutions and FC Bayern teams, with film production by Hamburg-based 27KM. The article also notes Viessmann sold its core climate business to Carrier Global Corporation in 2023 and that Viessmann Generations Group is reportedly negotiating a stake in FC Bayern München AG.
Edeka Becomes Sponsor of Hyrox in Germany
Edeka’s central office has signed a new sports partnership and is now the sponsor of the Hyrox fitness format in Germany. The announcement, published July 8, 2026 by Lebensmittelzeitung, positions the retailer’s ongoing expansion into sport marketing alongside prior sponsorship activity such as its involvement with the DFB at the Football World Cup. The article describes Hyrox as a fitness series that combines performance, fun and community elements and notes Edeka’s increasing interest in sports-related brand activations.
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