By David Owen
February 26 – Munich’s other club has signed an exclusive marketing deal with Infront Sports & Media, the sports marketing company that China’s Dalian Wanda Group recently agreed to buy for more than €1 billion. The agreement covers all 1860 Munich’s sponsorship, advertising and hospitality between now and 2027-28.
The new arrangement was said to follow a decision by HI2, the club’s previous marketing partner, to “reduce its capacities” and transfer the marketing rights back to the club.
Perennially living in the shadow of Bayern, Germany’s most successful club,1860 currently languishes in 15th place in the Bundesliga’s second division, with just five wins in 22 games. It plays, however, at the 75,000 capacity Allianz Arena. This and its proud heritage make the club something of a sleeping giant of the German game.
The club was a force in the 1960s, winning the West German title in the year of England’s sole World Cup victory (over West Germany) in 1966. The previous year, 1860 lost to West Ham in the final of the European Cup Winners’ Cup played at Wembley Stadium. This was after winning the German Cup in 1964.
Markus Rejek, 1860’s managing director, said the club was “delighted” with its new long-term partnership. He added: “The task is to increase sponsorship revenues significantly, and to achieve this, we had to change the marketing set-up.”
Reinhardt Weinberger, managing director of Infront Germany, said: “As a traditional brand in German sports with many loyal fans, TSV 1860 München offers companies in the region of Munich as well as nationwide an effective platform to approach their target groups.”
Infront said it had been supporting HI2 since 2013 and played “an essential role” in securing the current main sponsor, Volkswagen brand Think Blue. The club’s first-choice strip has traditionally featured blue shirts.
Contact the writer of this story at moc.l1735264482labto1735264482ofdlr1735264482owedi1735264482sni@n1735264482ewo.d1735264482ivad1735264482