FC Bayern Munich Announces Partnership With Apple Music

German soccer club Bayern Munich have signed an exclusive partnership with Apple Music, as the music streaming service furthers its foray into sports marketing.

FC Bayern Munich Announces Partnership With Apple Music

The collaboration will involve Bayern players and staff curate playlists and create unique content for Apple Music such as soccer-related videos and interviews.

The deal marks the first time Apple have partnered with a professional sports organization. The music streaming service’s rivals like Spotify and Deezer, however, have already invested in sponsorships with sports teams.

Spotify have a deal with fellow Bundesliga club Borussia Mönchengladbach that sees the team create official playlists, integrate Spotify into their website and collaborate over joint marketing campaign.

Deezer, nevertheless, has been the most active in agreeing to high-profile deals with top European soccer teams. The streaming service recently announced a deal with Manchester United in the hopes of more directly addressing consumers’ needs and capitalizing on what the French company believes is a natural link between the sport and music. Deezer soon signed FC Barcelona to a similar deal.

Apple Music offers access to over 40 million songs, and radio led by the flagship Beats 1 station. Bayern defender Mats Hummels recently appeared in a Deutsche Telekom and Apple Music commercial that reveals how big a role music plays in helping him prepare for a game.

In a press release posted on their website, Bayern also announced that Beats by Dre would continue to serve as their “official sound partner,” providing the Bundesliga club with premium headphones and speakers.

MUNICH, GERMANY – NOVEMBER 05: Arturo Vidal of FC Bayern Muenchen gestures during the Bundesliga match between Bayern Muenchen and TSG 1899 Hoffenheim at Allianz Arena on November 5, 2016 in Munich, Germany. (Photo by Boris Streubel/Getty Images)