Nutraceutical ingredients manufacturer Balchem has signed a multi-year partnership with FC Bayern women's football team to promote its vitamin K2 brand, K2VITAL.
As the team's only bioscience partner, Balchem will work with the athletes to raise public awareness on how vitamin K2 can support health.
They will achieve this through a range of collaborative campaigns, in-game branding and educational content — which aims to bridge the gap between B2B and B2C markets.
This follows the significant growth in the popularity of women's football, with the live tv audience for Bundesliga matches increasing by more than 210% since 2022.
"This collaboration perfectly aligns with our K2VITAL brand promise 'To Build Inner Strength' and our vision to make the world a healthier place," stated Balchem's VP of Science, Business Development and Marketing, Dominik Mattern. Women's soccer is the fastest-growing sport globally, with an increasing passionate and engaged fan base that offers a unique opportunity to connect,”
“By leveraging FC Bayern Women's strong social media reach and multichannel presence, this partnership will elevate our brand visibility, educate consumers and inspire healthier lifestyles, while also delivering exceptional value to our B2C co-branding partners. Together, we are championing well-being, diversity and empowerment on a global scale.”
Bianca Rech, Director of Women's Football at FC Bayern states, “We are thrilled to collaborate with Balchem in elevating vitamin K2’s visibility. Our players serve as excellent ambassadors for K2VITAL, particularly given its significant impact on women’s health. Plus, Balchem's motto 'Build Your Inner Strength' resonates deeply with our team – it’s a reminder that only those with inner strength can reach their greatest aspirations.”