Bundesliga club FC Bayern Munich has entered into a new agreement with sports betting operator 188Bet, centring around branding in the Asia region.

The three-year partnership builds on 188Bet’s current presence in the Bundesliga, building on an agreement signed with top-flight team Werder Bremen.

Widely regarded as the strongest team in the Bundesliga this year, Bayern Munich has a reported following of over 450 million in Asia. The duo remain hopeful that the partnership will significantly enhance their respective branding and marketing operations in the region.

A caveat of the agreement will see 188Bet give Bayern supporters ‘chances to get closer to the action’ via exclusive special offers and ‘exciting content’.

Addressing 188Bet customers and Bayern Munich fans on a video released on 188Bet’s official YouTube channel, the club’s President Asia, Rouven Kasper, made a statement.

“Dear 188Bet members, Dear FC Bayern fans and friends,” he began. “Today is a very special day. We from FC Bayern Munich are very happy to welcome 188Bet to our football family, because 188Bet will become a regional partner of FC Bayern Munich in Asia.

“As the record German champion, winning 31 German Championships, 20 German Cups and 6 times the UEFA Champions League, 188Bet partners with an outstanding club spearheading German and European football.”

He added: “Our club stands for excellence, tradition and passion for football, in the same way that 188Bet is passionate about providing excellent services to their customers.”

Additionally, the Asia-facing operator will gain brand exposure via perimeter LED advertising at the Allianz Arena, whilst also leveraging digital assets and marketing across the team’s platforms and being granted access to player content.