Viessmann and FC Bayern Munich Turn the “Home Field Advantage” into a Brand Story
When peak performance is the standard, every detail matters. That is the idea behind “Home Advantage”, the new campaign by Viessmann Climate Solutions and FC Bayern Munich. In a humorous hero film, viewers embark on a surprising search for the secret behind the club’s legendary home advantage, culminating in an unexpected twist.
Allendorf/Munich, August 25, 2026 – When 75,000 fans hold their breath, seconds decide victory or defeat, and peak performance becomes the norm, every detail counts. That’s exactly where the new “Home Advantage” campaign from Viessmann Climate Solutions and FC Bayern Munich comes in. At the heart of the campaign is a humorous hero film that takes viewers on a surprising quest to uncover the secret behind the legendary home-field advantage of Germany’s record-holding champion. With plenty of charm, striking imagery, and an unexpected punchline, the film shows that even the smallest factors can make a decisive difference and that true excellence often lies in the details. In the fictional “Home-Field Advantage” department, therefore, every factor no matter how small is examined. However, the answer to creating a comfortable atmosphere at the Allianz Arena has long been found: 19 Viessmann heat pumps ensure optimal conditions there. The campaign builds on the reference project already implemented at the arena and translates technical infrastructure into an eye-catching brand story. Viessmann Climate Solutions is part of Carrier Global Corporation (NYSE: CARR), a leading global provider of smart climate and energy solutions.
“Sponsorship is particularly effective when the brand isn't just visible but becomes part of the story”, says Georg van der Vorst, Head of Sports Sponsorship at Viessmann Climate Solutions. “The partnership with FC Bayern gave us the opportunity to place a technical topic in a cultural context and connect with people where passion, everyday life, and innovation intersect.”
Sponsorship as a Content Platform
The hero clip highlights FC Bayern’s home-field advantage and, with a touch of humor, reveals the “real reason” behind it. Instead of traditional product advertising, the campaign relies on humor, storytelling, and the emotional power of soccer.
The campaign is rolled out via digital channels, social media, the partners’ communication platforms, and an accompanying campaign landing page. In addition, a contest invites fans to become part of “Team Heat Pump.”
With this campaign, Viessmann and FC Bayern Munich are specifically targeting soccer fans, homeowners, and people interested in modern and sustainable energy solutions.
Creative Execution
The campaign was conceived by the teams at FC Bayern Munich and Viessmann Climate Solutions. The Hamburg-based creative and film agency 27KM was responsible for producing the hero film.
The campaign film is available here: Watch the “Heimvorteil” campaign film.
Further information and the contest can be found on the campaign page: Go to the landing page
About Viessmann Climate Solutions
Founded in 1917 as a heating technology manufacturer, Viessmann Climate Solutions is now a global leader in efficient and systemic climate solutions (heating, water, and air quality) and renewable energy systems. The integrated Viessmann Climate Solutions portfolio seamlessly connects products and systems via digital platforms and services, creating a safe and reliable comfort climate for users. Viessmann Climate Solutions is part of Carrier Global Corporation, a worldwide leader in intelligent climate and energy solutions. More information: www.viessmann-climatesolutions.com
