The passion behind football

As premium partner of FC Bayern Munich and naming right partner of the Allianz Arena, the Allianz launches an international football campaign titled “The passion behind football” in September 2009. This campaign shows fascinating insights into the world of football with a focus on FC Bayern Munich and the Allianz Arena.

There is more to football than 22 players on the field. It’s the people behind the scenes with their passionate daily work who make the football experience possible. From the green keeper to the fans, from the players to the security guards - the communication concept provides the football fans with exciting and emotional insider information of the international top clubs.

The heart of the campaign is a TV format illustrating the passion behind the scenes of the world’s biggest football clubs in six episodes. Each episode features a different member of the FC Bayern community and shows the world of FC Bayern Munich and other international clubs and stadiums. In addition to the TV format, Allianz publishes new info graphics about the Allianz Arena that offer emotional and exclusive insights to the fans.

“We want to make Allianz’s commitment to sports come alive for a broad target audience,” says Michael Maskus, head of Group Market Management at Allianz SE. “Our partnership with FC Bayern Munich and our Allianz Arena commitment offer a unique chance to give football fans all over the world a fascinating experience.” Football makes it especially clear how a crowd’s passion for an idea or a task can carry a team to success. From the club’s kit manager, to countless employees at the stadiums, to the fans and their favorite players: they all form a big community whose dedication and loyalty create a fun-filled and emotion-packed football experience.

Uli Hoeneß, manager of FC Bayern Munich says: “We at FC Bayern Munich are very happy that Allianz – a partner of ours for many years – has decided to address a subject without which nothing can happen in sports, and especially in football – passion. For us the focus is on the people whose boundless personal commitment and enthusiasm have made FC Bayern what it is today. They and we are all linked together by a passion for football and for our club.”