DHL to tap into video game market

Logistics company DHL will use its partnership with German football club Bayern Munich to tap into the video gaming market.

DHL will work with Bayern on the launch of popular video game FIFA 18 which is scheduled to be released in late September. Details of the cooperation have not yet been disclosed but the company said this drive is based on the massive potential of the computer games market, particularly e-sports.

Two years earlier, DHL helped Bayern launch its online flagship store on Tmall Global – the international arm of e-commerce giant Alibaba Group. DHL helps with delivering official merchandise to Bayern fans in China.

According to Jorg Wacker, Bayern board member, the club's jerseys are the most popular items on the digital store in China. Although Chinese consumers tend to have a slightly smaller budget for official souvenirs compared to those in the Europe, the gap is closing.