After a sluggish start to last season that saw coach Niko Kova? sacked, no one could have foreseen the heights Bayern would reach by the time season ended. The Bavarians not only won their eighth consecutive Bundesliga title, but also wrapped up the perfect treble, winning the DFB-Pokal and the Champions League. They have started this season looking to reach similar heights, being an out-and-out contender for the all the major competitions again. We look at their sponsors for the season.
MAIN PARTNERS & SHAREHOLDERS
Deutsche Telekom – German telecom giant Deutsche Telekom has been a long-term partner of Bayern. Partners since 2003, the two last renewed their deal in an eight-year agreement in 2015. The Deutsche Telekom-Bayern marriage has become a staple of football sponsorships over the last two decades. Aside from front-of-shirt branding rights, the telecommunications company has enjoyed a fruitful relationship with the Bavarians as it has overseen the refurbishment of the club’s home ground, the Allianz Area, into one of the most technologically advanced sports venue on the planet, as well as several other fan engagement and community ventures.
Adidas – The German sportswear giant’s kit deal with Bayern transcends generations. Adidas has been the official kit supplier of the Bavarians since 1965. Moreover, it also owns an 8.33% stake in the club. Adidas last extended its association with Bayern in a ten-year agreement worth US$1.07bn in 2015. Their partnership now runs until 2030.
Audi – German automobile manufacturer Audi is one of the club’s main partners since 2002 and owns an 8.33% stake in the club. The Audi-Bayern partnership seemed to be coming to an end after the 2024-25 season as rumours with BMW emerged. But the two parties quashed them by announcing a nine-year agreement earlier this year reportedly worth between US$55.6 million and US$66.7 million per year.
Allianz – Munich-based financial services provider Allianz started its partnership with Bayern in 2005 when they opened their new home ground, Fußball Arena München. The stadium is since known as the Allianz Arena. Allianz also acquired an 8.33% stake in Bayern in 2014 to help the club with debt repayment and building of a new youth academy. This also saw an extension to Allianz’s naming rights for the club’s home ground that would see Fußball Arena München called the Allianz Arena until 2041.
PLATINUM PARTNERS
Hylo – HYLO EYE CARE® has been an official partner of Bayern Munich since 2017 and a platinum partner since 2019. Through their deal, the two parties aim to spread awareness regarding “dry eye”, its prevention, and management.
HypoVereinsbank – German financial institution HypoVereinsbank (HVB) is a partner of the club since 2003. The two parties last extended their partnership in 2015 in a deal reportedly worth US$5.15 million per year that would see HVB continue to serve as an official partner of the club until 2022.
Konami – Japanese video game company Konami serves as the official videogame partner of Bayern Munich via its football simulation game series, Pro Evolution Soccer (PES), since 2019. The deal sees Konami hold rights to feature Bayern’s licensing, that includes real-life likeness of players, kits and stadium, in its annual PES release. However, PES’ main rival, EA Sports FIFA, also holds license to Bayern’s image rights via its circumventing deal with the German Bundesliga.
Paulaner – Munich-based brewery Paulaner is a long-time partner of Bayern Munich. Their current deal lasts till 2026. Paulaner holds pouring rights inside the Allianz Arena and holds fan events and competitions in collaboration with the club.
Qatar Airways – Qatar Airways replaced Lufthansa as a platinum partner of the club in 2018. The five-year deal grants Qatar Airways sleeve sponsorship rights on the club’s matchday kits.
SAP – German multinational software giant SAP is a long-time partner of the club and currently sits on their Platinum tier of partners. SAP supplies the club with analytics software to gauge customer experience and player performance data.
Siemens – German technology conglomerate Siemens is a platinum partner of Bayern since 2017. The deal sees the two parties collaborate over future-oriented innovations to increase sustainability at the club. The two last renewed their partnership in a three-year extension earlier this year in July.
Tipico – Malta-based online bookmaker Tipico serves as the official gambling partner of Bayern Munich since 2015. The deal grants the firm branding rights across the club’s physical and digital assets. The two parties last renewed their partnership in a four-year extension in 2017.
GOLD PARTNERS
Coca-Cola – American beverage giant Coca-Cola has enjoyed a partnership with the Bavarian club for over fifty years, making it one of longest deals in the club’s history. The deal sees Coca-Cola offer its range of beverages at the Allianz Arena and also grants the company branding rights across the club’s physical and digital assets.
MAN – Munich-based commercial vehicles manufacturer MAN serves as a gold partner to the club since 2008. The deal sees MAN provide its leading range of coaches to carry the club personnel for their matchday outings. MAN also gets branding rights across the club’s physical and digital assets.
Procter & Gamble – The American consumer goods company Proctor & Gamble (P&G) serves as a gold partner to the club since 2016.The deal grants P&G branding rights across the club’s physical and digital assets, with club players endorsing famous P&G brands – Gillette, Braun, Head & Shoulders and Oral-B.
OFFICIAL PARTNER
Adelholzener – Bavarian mineral spring Adelholzener Alpenquellen serves as an official partner to local club Bayern Munich. The deal grants the company branding rights across the club’s physical and digital assets.
Bayern 3 – Bayerischer Rundfunk-owned Bavarian public radio station Bayern 3 serves as an official partner to local club Bayern Munich. The deal grants Bayern 3 branding rights across the club’s physical and digital assets.
Beats Electronics – Apple-owned Beats Electronics is an official partner of the club since 2015. The deal sees Beats supply its leading range of audio products to the Bayern first team.
Gigaset – Munich-based technology and consumer electronics company Gigaset serves as an official partner to Bayern Munich since 2015.The deal grants Gigaset branding rights across the club’s physical and digital assets. The two parties last renewed their deal in a three-year extension in 2019.
Hugo Boss – Metzingen-based German luxury fashion brand Hugo Boss became an official partner of Bayern Munich in 2017. The deal sees BOSS provide the club with formal and casual wear dresses. BOSS also holds image rights to Bayern’s stars to feature in its adverts.
Istra – Bayern Munich signed a strategic sponsorship with Istria Tourist Board in 2018. The deal sees the Bavarian club promote the Istrian peninsula as a premium holiday destination.
Siemens Healthineers – Erlangen-based Siemens Healthineers is an official partner of Bayern Munich since 2017. The deal sees the medical technology company provide the club with its medical equipment and support at the Allainz Arena and at the training centre at Säbener Strasse.
Varta – Ellwangen-based German energy storage firm Varta became an official partner of the club earlier this in February in a three-year deal. The deal grants the firm branding rights across the club’s physical and digital assets. Varta also serves as the official partner of the FC Bayern Kids Club.
Vejo – Global personalized nutrition company Vejo was announced as the club’s Official Sports Nutrition Smart Blending Device in North America, Germany, Austria, and Switzerland in October 2019. The deal grants the firm branding rights across the club’s physical and digital assets. Vejo also holds rights to manufacture specialised range of club-themed pod-based blenders.
Veuve Clicquot – Reims-based French Champagne house Veuve Clicquot Ponsardin serves as an official partner to Bayern Munich. The deal grants Veuve Clicquot branding rights across the club’s physical and digital assets.
Zumtobel – Dornbirn-based Austrian lighting technology company Zumtobel serves as the club’s exclusive lighting partner since 2018. The deal sees Zumtobel handle and lighting operations at the Allianz Arena.
Written By
Anshuman Joshi
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