Champions League final is shop window for 'Brand Germany'

 

When Germany’s two biggest soccer clubs go head-to-head in Saturday’s Champions League final, there can only be one winner: German industry.

The Bavarians of Bayern Munich will look to rectify last year’s heartbreak on home soil against Chelsea when they take on a formidable Borussia Dortmund side that is seeking to emulate the club’s only success in Europe’s top competition, back in 1997.

Some of the biggest talents in world football will be on show at Wembley come kickoff at 1845 GMT in London, with the likes of Arjen Robben, Franck Ribery and Robert Lewandowski set to dazzle the crowd.

But the all-Bundesliga final could just be the sideshow to a bigger German act, as billion-dollar corporates gear up for one of the major advertising opportunities in world sport.

From sportswear multinationals such as Adidas and Puma to insurance giants Allianz and Signal Iduna, Wembley stadium will be awash with the household names of German commerce — all helpfully beamed