Specialty ingredients manufacturer Balchem has signed a multi-year partnership between K2Vital, its branded, patented vitamin K2, and the FC Bayern women’s soccer team.

K2Vital is an official partner and the only bioscience partner for the team, and the partnership is the latest milestone in the manufacturer’s longer-term strategy to bridge the gap between B2B and B2C markets. Together, both parties aim to raise awareness of the benefits of vitamin K2 for health and performance with collaborative campaigns, including dynamic in-game branding and educational content shared both on and off the field.

“I am proud to announce our partnership with FC Bayern Women, one of the most iconic and successful women’s soccer teams in the world,” said Dominik Mattern, VP of science, business development, and marketing. “This collaboration perfectly aligns with our K2Vital brand promise ‘to build inner strength’ and our vision to make the world a healthier place. Women’s soccer is the fastest-growing sport globally,  with an increasingly passionate and engaged fan base that offers a unique opportunity to connect. By leveraging FC Bayern Women’s strong social media reach and multichannel presence, this partnership will elevate our brand visibility, educate consumers, and inspire healthier lifestyles, while also delivering exceptional value to our B2C co-branding partners. Together, we are championing well-being, diversity, and empowerment on a global scale.”

FC Bayern Women is featured significantly more often on national free-to-air broadcasts, resulting in strong growth for the cumulative live TV audience of their Bundesliga matches, which reached 9.18 million viewers last season, up from 2.96 million in the 2021-2022 season. By partnering with the team, Balchem aims to raise awareness of how K2Vital can support bone health and cardiovascular health.

“FC Bayern stands for quality, and so does our partnership with Balchem. As a pioneer in the health sector, Balchem aligns perfectly with our club’s dedication to always lead the way by supporting innovation and excellence. Together, we wish to further raise people’s awareness of the importance of a healthier lifestyle,” said Michael Diedrich, executive vice chairman at FC Bayern.

“We are thrilled to collaborate with Balchem in elevating vitamin K2’s visibility,” said Bianca Rech, director of women’s football at FC Bayern. “Our players serve as excellent ambassadors for K2Vital, particularly given its significant impact on women’s health. Plus, Balchem’s motto, ‘build your inner strength,’ resonates deeply with our team. It’s a reminder that only those with inners strength can reach their greatest aspirations.