Interview: „Ich kann keine Tipps geben, wie man sein Unternehmen verkauft – auch wenn viele mich danach fragen“

Max Viessmann, the head of the Viessmann family business, has been a frequent talking point in recent days. Several media outlets reported that he might transfer to FC Bayern Munich for €250 million with a 5% stake. However, Viessmann remained silent about this until speaking with the Handelsblatt. He wanted to discuss his motivation behind investments in sports sponsorship and partnerships, rather than announcing any deals or debunking rumors.

Viessmann explained that the Viessmann brand had been a partner of Bayern Munich since 2018. This was driven by their interest in promoting the brand in Asia, particularly in Southeast Asia, to generate growth. Bayern Munich was also pursuing a similar path at the time, which made it a good fit. This partnership resulted in the global climate partnership.

The heating and heat pump division, now known as Viessmann Climate Solutions, was sold to the US-based Carrier Corporation in 2023. Viessmann holds around 6% of Carrier's shares and continues to license the Viessmann brand for their heating and climate solutions. Viessmann is no longer a sponsor of Bayern Munich, but they have been involved in sports for a long time, engaging in youth development and supporting concrete infrastructure projects in various sports.

Recently, Viessmann entered the world of sports investment by becoming a shareholder in Sail GP, a sailing regatta organizer, with a 3.5% stake. The primary motivation for this change was the financial opportunities generated from selling the core business, rather than philanthropic donations through their foundations. They strive to engage in sports investments where team spirit and a desire for performance are present. This includes supporting the Sail-GP Germany team in finding sponsors and partners.

Viessmann emphasizes that investing in sports provides significant value to family businesses, as it involves a long-term and reliable commitment, unlike sponsorship, which may change annually. They see sports as a means to contribute to shaping future living spaces, particularly in the areas of climate, heat, energy security, health, education, and democratic engagement. Sports play a crucial role in promoting health and democracy.