This article contains information regarding the organisations working with the men’s and/or women‘s teams of FC Bayern Munich as their sponsors and partners for the 2024/25 season, thus enjoying a strong branding presence across their assets.
MAIN PARTNERS & SHAREHOLDERS
Deutsche Telekom
German telecom giant Deutsche Telekom has been a long-term partner of Bayern Munich. Partners since 2003, the two last renewed their deal in a five-year agreement in August 2022, so that the deal that was supposed to expire in 2023 now runs until 2027.
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 venues on the planet, while also having seen several other fan engagement and community ventures carried out.
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 reportedly worth €900 million in April 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 links with BMW emerged, but the two parties quashed them by announcing a nine-year agreement in January 2020 reportedly worth between €50 million and €60 million per year, tying themselves to a deal running until the end of the 2028/29 season.
Audi also serves as the sleeve sponsor for Bayern’s matchday kits during their European and DFB-Pokal outings.
Allianz
Munich-based financial services provider Allianz started its partnership with Bayern in 2005, when the club 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 February 2014 with a €110m capital injection in order to help the club with debt repayment and building of a new youth academy.
PLATINUM PARTNERS
Einhell
The Landau an der Isar–headquartered German power tools and electrical garden equipment manufacturer was announced as a Gold Partner and the Official Home and Garden Expert of the club in August 2021 on initially a four-year deal.
In September 2023, the power tools and electrical equipment manufacturer signed an early extension agreement with the German giants until 2027, changing their status from a Gold Partner to a Platinum Partner.
Apart from branding rights, the deal entails production of co-branded products, with the two parties sharing an initiative termed “MöglichMachen” (“Make Possible”), which is aimed at reducing the usage of “petrol-driven devices” and encourage the implementation of “battery-powered” ones.
HypoVereinsbank
Munich-headquartered German financial institution HypoVereinsbank (HVB) has been a partner of the club since 2003. The two last extended their partnership in April 2022 in a deal that would see HVB continue to serve as an official partner of the club until the end of the 2024/25 season.
Bitpanda
Bitpanda is an Austrian company headquartered in Vienna. It operates a cryptocurrency exchange and offers trading of commodities, securities, and ETFs.
In January 2024, the Austrian company signed a multi-year partnership agreement with Bayern Munich to become their Platinum Partner as well as their first-ever official crypto trading partner.
Konami
Japanese video game company Konami has acted as the official videogame partner of Bayern Munich via its football simulation game series eFootball (formerly Pro Evolution Soccer) since July 2019.
The deal sees Konami feature officially-licensed Bayern assets, including players, kits, and stadium, in it eFootball. However, eFootball’s main rival, EA Sports FC (formerly EA Sports FIFA), also holds license to Bayern’s likeness via its circumventing deal with the German Bundesliga, though the Allianz Arena does not feature in its latest instalment, EA FC 25.
The two parties last renewed their partnership in June 2022, having agreed upon a multi-year extension deal.
Paulaner
Munich-based brewery Paulaner is a long-time partner of Bayern Munich. Their current deal, agreed upon in May 2019, is set to run until till 2026.
Apart from branding rights, the deal entails Paulaner holding pouring rights inside the Allianz Arena and conducting fan events and competitions in collaboration with the club.
SAP
German multinational software giant SAP is a long-time partner of the club (since August 2014) and currently sits on their Platinum tier of partners.
Apart from branding rights, the deal entails SAP supplying the club with analytics software to gauge customer experience and player performance data. In February 2021, Bayern announced they had also employed SAP’s help to standardise their HR processes.
The two parties last renewed their partnership in August 2022, having extended their Platinum agreement for a further three years—until 2025.
Tipico
Malta-based online bookmaker Tipico has acted as the official gambling partner of Bayern Munich since 2015. The two parties last renewed their partnership in March 2021 in an agreement that runs until 2025.
Libertex
Bayern entered into a partnership with Libertex, an online trading platform for CFD and foreign exchange trading, in August 2022.
The collaboration, running until 2025, entails marketing activities such as a presence on the LED advertising boards at home matches at the Allianz Arena.
Visit Rwanda
Bayern Munich announced a five-year football development and tourism promotion partnership with Rwanda in August 2023.
The partnership entails the club working specifically with Rwanda’s Ministry of Sports to operate a football academy to strengthen the development of the sport in the country. In addition, the club sports the “Visit Rwanda” branding on the matchday LED boards at the Allianz Arena. Several other activities are organised to promote tourism and investment opportunities in Rwanda.
Saskia
Bayern Munich and mineral water brand Saskia announced signing a multi-year partnership agreement in July 2023.
As part of the deal, the Lidl-owned brand, manufactured by Schwarz Produktion, is present at the Allianz Arena and all official club locations.
Viessmann
In October 2023, Bayern and Viessmann agreed to extend their international cooperation until June 2026. The German manufacturer of heating and refrigeration systems currently acts as the global Official Climate Partner of the Bavarian giants.
The cooperation agreement is now extended to Bayern’s women’s team, with club veteran Thomas Müller acting as the face of the partnership with his endorsements.
Also read: Borussia Dortmund Sponsors 2024/25
GOLD PARTNER
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.
Apart from branding rights, the deal entails Coca-Cola offering its range of beverages at the Allianz Arena along with exclusive benefits to the Bayern fans.
The two parties last renewed their partnership in July 2023 for a further three years—until 2026.
OFFICIAL PARTNER
Adyen
Adyen is a Dutch payment company with the status of an acquiring bank that allows businesses to accept e-commerce, mobile, and point-of-sale payments.
In February 2023, Bayern Munich and Adyen signed a partnership agreement, which made the latter the club’s official payment solution partner.
Breitling
In September 2024, Swiss luxury watchmaker Breitling and Bayern Munich announced a multi-year partnership deal, which made Breitling the club’s official timekeeper.
GetYourGuide
GetYourGuide sells tours and excursions, activities including cooking classes, and tickets to tourist attractions. In October 2023, FC Bayern and GetYourGuide forged a partnership to give fans and visitors unique moments and offer them the chance to come closer to their club.
As per the deal, together with GetYourGuide, Bayern have launched two “Originals by GetYourGuide” offers, which are unique experiences available exclusively on the platform.
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.
Istra
Bayern Munich signed a strategic sponsorship with Istria Tourist Board in June 2018.
The deal sees the Bavarian club promote the Istrian peninsula as a premium holiday destination as well as plan training camps there.
MAN
Munich-based commercial vehicles manufacturer MAN has acted as a Gold Partner of the club since 2008.
Apart from branding rights, the deal entails MAN providing its leading range of coaches to carry the club’s personnel for their matchday outings.
The two parties last renewed their partnership deal in April 2024, after agreeing on a three-year extension agreement set to run until 2027.
Miele
The Gütersloh-based German domestic appliances brand was announced as an Official Partner of the club in October 2020 on a three-year deal.
Apart from branding rights, the deal entails Miele supplying equipment for the club’s headquarters at Säbener Straße and flagship store in Munich City Centre. Miele also provides “first-class gourmet experiences” at the Allianz Arena.
Miele and Bayern Munich last renewed their partnership in September 2023, having agreed to a three-year extension—running until 2026.
Milka
In March 2024, FC Bayern and Mondelez International signed a partnership agreement centred around competitions for the latter’s Milka, OREO, and TUC brands, with the intent of providing fans with unforgettable and unique moments.
PRIME
Bayern Munich announced their partnership with Logan Paul and KSI’s popular beverage brand PRIME in August 2023. Founded by the YouTube stars in 2022, PRIME’s flagship product, Hydration, a sports drink alternative, acts as the official isotonic partner for the club.
The first phase of the multi-year partnership entailed PRIME Hydration being sold exclusively at the Allianz Arena on matchdays. The brand also works towards expanding retail operations in the German market with limited-edition “FC Bayern X PRIME” bottles.
Replay
Italian denim clothing retailer Replay and Bayern Munich signed a sponsorship agreement in October 2023 for the next four seasons.
As per the agreement, Replay is to act as an official Bayern sponsor until June 2027 and outfit both the players and the technical and management staff of the club with formal and casual clothing.
REGIONAL PARTNER
188Bet
188Bet is an online sportsbook provider. In September 2021, FC Bayern and 188Bet signed a multi-year partnership agreement.
The collaboration has seen 188Bet act as a regional partner of the club for sports betting in Asia since 2021. Together, the two work together to grow the Bayern fanbase in Asia.
Afizzionados
The Mexican sports programme and Bayern signed a partnership agreement in August 2022, which made Afizzionados the club’s first regional partner in Mexico.
As part of the deal, Afizzionados broadcasts exclusive FC Bayern content in over 60 cities in Mexico, making the club accessible to fans who are unable to travel to Munich themselves.
BigHit
In August 2023, Bayern agreed to a partnership with Indian sports app BigHit until 2025 to jointly organise the FC Bayern Youth Cup India. This tournament gives talented young players the opportunity to recommend themselves for a place at the annual FC Bayern Youth Cup World Final in Munich.
Global66
In 2023, FC Bayern agreed to a multi-year collaboration agreement with Global66, a, Chilean financial services platform. This provides for the implementation of projects, including in the area of youth football.
Tiger Balm
FC Bayern and Tiger Balm, a pain relief product, signed a four-year deal in July 2024.
This partnership is focused on fan engagement in Singapore, Thailand, Malaysia, Vietnam, China, and Hong Kong.
VERSUSbet
Bayern Munich and VERSUSbet, a Spain-based provider of tech solutions for casinos, gaming, and sports betting, announced a partnership in July 2024.
As per the multi-year agreement, VERSUSbet leverage’s Bayern’s intellectual property, broadcast elements, hospitality assets, and club legends to promote its recently-launched betting site in Mexico.
WangKanai
Since 2016, Bayern Munich and WangKanai, a sugar producers in south-east Asia, have been working together.
In August 2020, Bayern extended their partnership with the Thai corporate group—until 2026.
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