Procter & Gamble has signed a three-year sponsorship deal with German soccer club Bayern Munich.

The deal will cover Germany, Austria and Switzerland and concentrate on four brands, namely Gillette, Braun, Head & Shoulders and Oral-B. Players will star in TV and digital campaigns and the FMCG giant will produce special edition products for the market.

“P&G, as the leading player in the consumer goods market, fits very well to Bayern Munich. We have a success and quality standard as well, and try to confirm our top position in German and international football every season,” commented Bayern Munich CEO Karl-Heinz Rummernigge.

Gabriele Hässig, Communications Director at P&G added, “Bayern Munich stands for joy about competition and for the standard to confirm the best performances again and again. With our brands, we share this way of thinking. We also want to to win. This is what we work on every day. Bayern Munich and their winning characters among the squad excite people with football on the highest level. Procter & Gamble excites people with top brands and quality products for everyday life. We are looking forward to working together with Bayern Munich.”