FC Bayern Munich has announced a partnership with Thai sugar company Wangkanai which is the football club’s first partnership in the region.

Fresh from signing a deal with Yahoo Sports to create digital content earlier this week, it emphasises FC Bayern’s endeavours to reach a wider audience and gain new fans in new regions.

Included in the deal is the image rights to the club for marketing purposes as well as the sponsorship of the youth tournament in Thailand which is named the FC Bayern Youth Cup.

In a great initiative fostering young talent, the FC Bayern Youth Cup is contested by teams across a number of countries with the winners of their respective countries invited to represent their country at a grand final held at the home of FC Bayern Munich Allianz Area each May.

FC Bayern Munich’s Executive Board Chairman Karl-Heinz Rummenigge said that partnership was an important one in terms of the football club gaining international exposure.

“We are very happy to welcome Wangkanai as our first regional partner in Thailand,” he said.

“This partnership is an important step in our international strategy. It shows that we are a global brand and that fans all over the world support our team.”

Asia seems to be a strong focal-point for many European football clubs with the likes of Manchester United announcing the launch of their dedicated TV channel in mainland China earlier in the week as well as Chelsea signing a deal with Thai energy drink Carabao back in November