“We are delighted that we have been able to convince Talcid, a strong brand from the Bayer family, to further expand the partnership and thus make it visible to the outside world,” stated Markus Breglec, chief marketing and innovation officer at Bayer 04. The jerseys with the new sleeve partner will be available in the fan shop at the BayArena and in the Bayer 04 online shop from tomorrow's match against the team currently sat seventh in Bundesliga 2.
Talcid's contractual rights include a sleeve presence in the DFB Pokal as well as extensive TV visibility via the LED board system at all Bayer 04 Bundesliga matches. In addition, Talcid's well-known advert will be shown on the giant screens in the BayArena as part of the match programme. A digital campaign on the German double winners’ social media channels rounds off the close collaboration.
Talcid’s presence sees the return of a partner to the Werkself jersey that previously featured prominently on the chest of the Leverkusen players in the 1990s. Bayer 04 wore Talcid advertising for the first time in the home match against Bayern Munich at the Ulrich-Haberland Stadium on 23 February 1991. The Bayer cross had been emblazoned on the chest of all Werkself teams since 1936. Heartburn product Talcid was the focal point on Leverkusen jerseys until the end of the 1994/95 season, before two other Bayer brands, Alka Seltzer (1995-1997) and Aspirin (1997-2000), took its place. For the 2000/01 season, Bayer 04 then made the central shirt sponsor available to external sponsors.
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