FC Bayern Munich extends clever partnership with URSAPHARM

FC Bayern & URSAPHARM
A successful relationship between FC Bayern and URSAPHARM Arzneimittel GmbH will continue for a further three years.

Since 2017, the Saarbrücken-based pharmaceutical business has collaborated with the Bundesliga giants to promote its market-leading HYLO line of treatments for the lubrication of dry eyes.

The term URSAPHARM has stood for the steady conversion of fresh pharmaceutical ideas into effective drugs and pharmaceutical goods for more than 40 years. Due to the wide variety of goods it offers, URSAPHARM is currently a medium-sized worldwide company that ranks among Germany’s market leaders in the ophthalmology sector.

“We’re very pleased about the extension of the partnership with URSAPHARM and HYLO. For elite athletes in particular, healthy eyes are essential to producing maximum performance. In that respect, the topic of eye protection is also one that’s important to us,” FC Bayern board member for marketing, Andreas Jung, stated via press release.

The relationship between FC Bayern and URSAPHARM complement each other in positive ways. There is congruence in the partnership as vision is one of the most important factors on a football pitch and can make the difference between a good player and a great player. With the URSAPHARM partnership, FC Bayern promote healthy vision and relate is back to footballers needing exceptional vision on the pitch, prompting their target audience to follow their football stars and do the same by purchasing URSAPHARM products.

On the other hand, URSAPHARM gain great exposure, being promoted by the biggest and most successful club in Germany, winning an outstanding 32 out of 60 Bundesliga titles. FC Bayern have a major presence on the field, while their online status matches their dominance. With 39 million Instagram followers and 57 million Facebook likes, any exposure URSAPHARM receive is seen worldwide through a large following which ultimately increases their business.

The alliance will now put more of an emphasis on global markets, particularly China, where FC Bayern has a sizeable and expanding fan base. The unique transmission of LED billboards with HYLO branding throughout areas in Asia is one of the activation initiatives set to launch.
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Does The Australian Championship Have a Long-Term Future? Optimism Remains Despite Silence

THE ASSOCIATION of Australian Football Clubs has reconvened to re-engage Football Australia on the long-term future of the Australian Championship, which returns next month for its second season.

The AAFC is preparing a formal approach to head office in the aim of establishing the next steps for the tournament’s development. Little has been said from FA about its long-term prospects since South Melbourne won the inaugural title last summer.

Operated last season as an end-of-year tournament for clubs pulled from NPL competitions around the country, under the (former) model of the UEFA Champions League, it was generally lauded by those who partook as a success. This year, the same format returns.

But there remains a lack of certainty across constituent clubs as to where the Championship is headed. Those spoken to by Soccerscene, both within and outside the ‘foundation’ ranks, retain a firm desire to see it become a full-blown national second division – as was the competition’s working title for much of its development process.

“We’re now in the process of pushing that timeframe [for future discussion] because the clubs’ concern is if you just wait another twelve months, and do nothing towards establishing the home and away competition, then another year will pass,’ said AAFC chairman Nick Galatas.

‘We’re keen on re-establishing the impetus for what we say the clubs and the fans actually want, and that is a proper competition that will be the bridge for what we all want.

“We need to link our game from bottom to top and give more opportunities to our promising young players.”

It is the general view of a number of foundation clubs that discussions with FA have always been due to re-open following this upcoming second season; however, actual specifics have proved harder to find.

“As an aspiring club, we were under the understanding that after two years there’d be a review for the potential of promotion and relegation [to the A-League],’ said one club president from within the eight foundation clubs.

“Or, to discuss expansion into the A-League. We’re not asking to get rid of A-League teams; we’re asking for a connection via expansion. For example: ‘keep playing this competition, keep performing strongly, and then if you meet the criteria, you can apply for A-League expansion.’”

It is nearing three years since Football Australia selected its eight foundation clubs, from a pool of 32 that were invited to enter its Request For Proposal phase. At the time, it was stated that a refined process – to commence early-2024 – would seek to find an additional two-to-four clubs to join them.

That this has not happened means the eight sides still fail to represent any state outside New South Wales and Victoria, a criticism levelled at the competition from its first day. From the outside, this continued inactivity could be construed as a lack of progress – although that’s not to say inactivity is the case.

“We’ve explored it a few times, and FA have been really open about where they’re up to, and really what the trajectory is,” said the president of another club, who were part of the Request For Proposal phase, but were not selected as a foundation club.

“I would describe their current position as ‘we’re doing it, we’ll review what we’re doing, and then we’ll plan to either keep doing it, or expand it.’ Does that mean expansion will happen? Not necessarily.

‘Maybe they’ll do that review and there’s a sense the timing’s not right, there are too many challenges… but I’m not getting any indication that that’s the case.’

Football Australia signed its Championship broadcast deal with SBS in September 2025 for two seasons with an option for a third. Last week, the partnership announced an increase in linear broadcasting for 2026 with an additional match per round to be broadcast on Thursday nights. The entire competition is available via SBS On Demand.

Football Australia has also added a Penalty Shootout Bonus Point Model, where drawn matches in the group stage will see sides awarded a standard one point each, before heading to the penalty spot to contest an additional point.

The competition also remains without a naming rights partner, while participant clubs have this season been charged an entry fee, which was not the case last season. Football Australia continues to foot the travel bill for parties up to a certain number for away fixtures.

Football Australia was contacted for comment.

Mbappé move from Nike to On signals new battle for Football’s sponsorship market

Kylian Mbappe UEFA Euro 2024 Qualifier

Kylian Mbappé’s decision to leave Nike after almost 20 years has opened a new chapter in the commercial battle for football’s biggest names. The Real Madrid and France star has joined Swiss sportswear brand On, a significant boon for the company on entry into the football market.

Mbappé’s departure is a significant commercial loss for Nike. The forward joined the company as a nine-year-old and grew into one of its leading football figures. His loss compounds the recent transition of Spanish star Lamine Yamal to long-time rival Adidas.

On built its reputation in running, before expanding into tennis via Roger Federer. It will now use Mbappé’s experience as it develops football products, with its first boots expected to become widely available in the near future. Former France star Thierry Henry has also joined On as its football director and is a shareholder.

On has confirmed that Mbappé’s agreement includes both cash and equity, although the financial details have not been released, gives the partnership a deeper commercial connection than a traditional endorsement deal. Nike still holds significant football contracts, including long-term partnership with numerous national teams.

However, Mbappé’s move gives On an opportunity to challenge the established order, including Nike, Adidas, Puma and other emerging competitors. But will they turn this prized signature into lasting football credibility? To do so, the brand must now deliver products that can compete on performance, design and price.

Mbappé’s switch is therefore more than a sponsorship change. It signals an increasingly competitive fight for football’s most influential athletes and the billions of fans who follow them.

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