German soccer outfit Bayern Munich have partnered with ecommerce giant Amazon in a deal that will see the Bundesliga champions launch their official shop on the site.
The agreement, which comes with pre-Christmas shopping in full swing, will initially only be available by customers in Germany. It becomes the club’s third official online shopping platform, alongside their website store and Tmall Global – the Chinese platform, which began collaborating with Bayern in 2015.
In partnering with Amazon to extend their digital sale options, Bayern have become the fourth soccer team to do so, and the first in Germany. Previously, Serie A outfit Napoli and La Liga sides Real Betis and Espanyol have launched online stores with Amazon.
As a result, online searches of the German team will enable fans to find and purchase the team’s merchandise more easily.
Jörg Wacker, Bayern's executive board member for internationalisation and strategy with responsibility for merchandising and licensing, said: "Our goal is to be present where our fans are. The Amazon marketplace is very important for ecommerce in Germany. Online marketplaces play an important role in our merchandising strategy.”
On the field, Bayern have endured a troubled start to the season, sitting nine points behind Bundesliga leaders Borussia Dortmund, who beat the Bavarian side 3-2 in November.