FC Bayern Munich extends clever partnership with URSAPHARM

Daniel Sedlarevic15/06/2023 6:15 am24/06/2023

Image credit: Vitalii Vitleo via Shutterstock

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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Victory unites with Roasting Warehouse in culture-led partnership

Patrick Irving16/04/2026 8:55 am16/04/2026

Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

Patrick Irving15/04/2026 6:05 am14/04/2026

Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.