Bayern cashes in on Chinese fans' frenzy for European soccer

Europe's most powerful soccer teams are starting to announce partnerships and business deals in China in advance of summer tours to the country.

The latest to reveal a corporate tie-up is newly crowned German champions FC Bayern Munich with the inauguration on Wednesday of an official and exclusive online flagship store on e-commerce giant Alibaba Group Holding Ltd's Tmall Global platform.

The club has also partnered with German logistics company DHL International GmbH to set up the official merchandise storefront, which is exclusively directed at Chinese consumers.