FC Bayern Munich announce long-term Google partnership

Fußball-Club Bayern München, globally known as FC Bayern Munich, have announced a long-term partnership with Google.

The partnership will designate Google’s generative AI chatbot Gemini as the Official Consumer AI Partner of the Bavarian club, while its consumer tech brand Pixel will become their Official Smartphone Partner.

Covering both the men’s and women’s teams of the club, the partnership will see Google and Bayern work towards providing fans with innovative experiences, while through Pixel, Google will provide fans with exclusive behind-the-scenes glimpses of Säbener Straße as well as their home ground, the Allianz Arena.

Rouven Kasper, Board Member for Marketing and Sales, FC Bayern, commented:

“Football is emotion, and we are always looking for ways to intensify the FC Bayern experience and set benchmarks. With Google Gemini and Google Pixel, we are opening a new chapter for our fans when it comes to closeness to our club. Together we will turn facts into goosebumps. This long-term partnership represents a fascinating intersection of football culture and technological innovation. We are convinced that, together with Google, we can bring our teams even closer to the fans through exclusive digital content, AI-powered insights and much more. We are very excited about this partnership.”

Dr. Anne-Katrin Hübel, Senior Director Marketing at Google DACH, added:

“FC Bayern stands just as much for boundless ambition and success as it does for authentic football culture and a passionate, global fan community. We are proud to support FC Bayern and its fans as a long-term partner, and we place great importance on bringing this partnership to life in ways that go beyond the traditional sense. Through Gemini and Google Pixel, we want to actively help fans celebrate and experience their favourite sport in ways that are even more personalised, creative and accessible.”