DHL supports football!DHL has supported numerous initiatives over the years and their sponsorships have included as diverse domains as sports and music, fashion and social causes. A market leader and arguably the most trusted courier company in the world, DHL has often sponsored major events and have been integrally involved in the logistics of such events. From being the official logistics partner of Formula 1 to being in charge of logistics for the upcoming Rugby World Cup, the courier major has certainly carved out a niche that is more diverse and chockablock than any other company.

In recent years, DHL has supported football at various levels. In 2014, DHL became the official platinum sponsor and international logistics and ecommerce partner of FC Bayern Munich. DHL has been a logistics partner of FC Bayern Munich and has been delivering purchased merchandise to fans across many countries. Now, DHL will be the prime ecommerce partner of the club to deliver merchandise to fans across the world. A few years back, DHL had signed up a £40m shirt sponsor deal with Manchester United. DHL is also associated with the English Premier League and other tournaments in the UK as well as some European football leagues. The sponsorship for the training kit of Manchester United was one of the first of its kind and the worth was also among the unprecedented deals in world or club football.

While the private courier industry has seen a sea change with smaller courier companies and global networks of small to medium courier services becoming more popular, the larger domain of freight and logistics is still heavily dependent on companies like DHL. So when a company like courierpoint.com becomes a preferred option for delivery of a smaller and personal parcel to India, larger consignments inevitably land up as the responsibility of DHL.

DHL has also harbored a smart sponsorship and branding strategy over the years. But its involvement with sports brands or major football clubs has not been purely commercial. DHL has time and again supported causes that are also about passion and not just of financial value. The support DHL extends to the Gewandhaus orchestra is another instance when art in one of its most classical form is endorsed, encouraged and provided infrastructural, logistical and financial assistance. The company has also been the main sponsor of Bohemian F.C., a club that plays in the League of Ireland.

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