German Bundesliga powerhouse Bayern Munich have celebrated their club’s 120th anniversary by linking up with technology giant Google as a way to increase their digital engagement.
According to German outlet Focus, the partnership has been agreed to run until the end of the 2019/20 season, but will most likely be extended so that it stays around for the rest of 2020 – and potentially further into the future.
The Bundesliga’s record champions have confirmed that in light of their significant club milestone of 120 years, the initial activation will be focused around a voting campaign allowing fans to select their most emotional moment in Bayern’s long history.
The integration will be limited to just being available in Germany – those in the country would simply need to enter ‘FC Bayern’ into Google’s search engine. If all goes well, it’s expected that further territories could be included in future activations as the innovation is very much in its beginning stages. In fact, this partnership is Google’s first such campaign that focuses around a soccer club.
It does open the door for new possibilities that Bayern and Google can implement together, with a variety of voting campaigns that make the supporters feel part of their club. Even on match days, fans could share their opinion on who was player of the match, or vote on what they think is the best highlight of the season.
While this digital fan engagement is going to start off in Germany, the fact that it can grow outside of their home country presents as a perfect opportunity to interact with their fanbase, where all top clubs are always looking to expand and connect.
“As a leading technology brand, Google is constantly innovating and creating new products for an ever-changing market, similar to the deep-rooted values of FC Bayern,” said Bayern Munich’s President for the Americas, Rudolf Vidal.
“We are pleased to kick-off this unique alliance during our 120th anniversary year and look forward to exciting collaborations in the future.”
Bayern Munich are top of the Bundesliga in a competitive title race, with 52 points from 24 games. Second-placed RB Leipzig are just three points and a win away from matching the league leaders with 49.