FC Bayern and Viessmann Link Climate Solutions to Sports Sponsorship

FC Bayern Munich and Viessmann Climate Solutions have launched "Home Advantage," a new brand campaign using humor and football storytelling to highlight the role of modern climate solutions. The campaign centers on a hero film playfully exploring the "secret" behind FC Bayern's well-known home-field advantage.

Instead of traditional product advertising, the film frames performance, preparation, and comfort as a brand story. It features a fictional "Home-Field Advantage" department examining every detail to explain the team's home strength. The campaign's twist reveals that part of the answer lies with the 19 Viessmann heat pumps already installed at the Allianz Arena, contributing to a comfortable environment.

Georg van der Vorst, Head of Sports Sponsorship at Viessmann Climate Solutions, stated the partnership allows the company to place a technical topic within a cultural context, connecting with people at the intersection of passion, everyday life, and innovation. The campaign targets football fans, homeowners, and those interested in sustainable energy solutions.

The campaign was developed collaboratively by teams from FC Bayern Munich and Viessmann Climate Solutions, with the hero film produced by Hamburg-based agency 27KM. The initiative aims to foster discussion and interest in climate solutions by leveraging the emotional appeal of sport. Further details and a contest to join "Team Heat Pump" are available on the campaign's landing page.