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Benedikt Becker
Marketing Director
Insights / 3 Min.
In a world full of polished personas, Thomas Müller wins by simply being himself. Funny, grounded, and genuine, he connects with fans and brands alike without ever putting on a show. Aside from being a celebrated world-class Footballer, Muller is a magnet for top brands.
Here’s how staying real made him one of football's most valuable brand partners.
Few players have left a mark on German football quite like Thomas Müller. A product of Bayern Munich’s academy, he rose to become a linchpin for both club and country, known for his vision, instinct, and unorthodox brilliance. With a World Cup win in 2014, two Golden Boot awards, over 10 Bundesliga titles, six DFB-Pokal trophies, and two UEFA Champions League victories to his name, Müller’s career is a showcase of sustained excellence. His legacy isn’t just built on stats - it’s about redefining the role of a forward and embodying the spirit of German football: disciplined, efficient, and full of heart.
Barilla saw it first. In 2016, they partnered with Müller not because he fit some slick brand mold, but because he didn’t. He felt like someone you'd share dinner with, and that was enough.
Creative, curious, and full of energy. Müller became a LEGO ambassador in 2024 because "play" isn’t just for kids. It suits his personality, and fans see that.
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Thomas Muller holding up a Lego trophy. Credit: esmuellert.de.
Müller’s support for the YoungWings foundation doesn’t come with big announcements or PR pushes. He shows up because he cares-and that authenticity resonates more than any headline.
Whether it's Oktoberfest or club pride, Müller's connection to Paulaner feels natural. He's not acting Bavarian; he is Bavarian.
Over 750 matches in the Bayern jersey, Thomas Müller is Telekom’s perfect long-term partner. A symbol of consistency, legacy, and commitment.
Telekom logo tracking as Thomas Muller celebrates a Bayern Munich goal.
When REWE tapped Müller, they weren’t hiring a spokesperson. They were aligning with someone who feels as comfortable in the aisles as he does on the world stage.
Müller's Euro 2024 campaign with Adidas Originals was a hit because it leaned into what makes him click: laid-back, nostalgic, and never trying too hard.
He drinks ESN because it fits his lifestyle, not because a contract tells him to. And guess what? That honesty makes the pitch more powerful.
Only Müller could sell fertilizer with a James Bond pun and make it land. He doesn’t just endorse - he entertains.
Thomas Müller proves that being relatable beats being perfect. His campaigns work not because they’re glossy, but because they’re genuine.
In a world chasing after clout, maybe the smartest move is to simply be yourself.
