Following are the companies and organisations that serve as sponsors and brand partners to the German Bundesliga club FC Bayern Munich and enjoy a strong branding presence across their physical and digital assets.
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, as well as several other fan engagement and community ventures.
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 €900m in April 2015. Their partnership now runs until 2030.
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 in January 2020 reportedly worth between €50m and €60m 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.
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.
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. However, 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.
Munich-headquartered German financial institution HypoVereinsbank (HVB) is a partner of the club since 2003. The two parties 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 is an Austrian company headquartered in Vienna. Bitpanda provides a cryptocurrency exchange, commodities and securities trading, and ETFs via their website and mobile app. In January 2024, the Austrian company signed a multi-year partnership agreement with Bundesliga club Bayern Munich to become it’s Platinum Partner and the club’s first official crypto trading partner.
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 July 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.
In July 2021, Konami announced a complete overhaul of their flagship football simulation offering PES, which is now a cross-platform, free-to-play game called eFootball. Bayern’s deal with Konami sees the club and their assets licensed in the game.
The two parties last renewed their partnership in June 2022, after agreeing on a multi-year extension agreement.
Munich-based brewery Paulaner is a long-time partner of Bayern Munich. Their current deal, agreed upon in May 2019, lasts till 2026. Paulaner holds pouring rights inside the Allianz Arena and holds fan events and competitions in collaboration with the club.
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. SAP supplies the club with analytics software to gauge customer experience and player performance data. In February 2021, Bayern announced they had employed SAP’s help to standardise the HR processes across the club.
The two parties last renewed their partnership deal in August 2022, having extended their platinum partnership by a further three years until 2025.
Malta-based online bookmaker Tipico serves 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.
FC Bayern entered into a partnership agreement with Libertex in August 2022, one of the leading online trading platforms in CFD and foreign exchange trading, until 2025. The collaboration encompasses marketing activities such as a presence on the LED advertising boards at home matches in the Allianz Arena.
German football club Bayern Munich announced a five-year football development and tourism promotion partnership with Rwanda in August 2023.
The partnership will see the club work specifically with Rwanda’s Ministry of Sports to set up a football academy to strengthen the development of football in the country.
In addition, the club will display Visit Rwanda branding on matchday LED boards at the club’s 75,000-seater Allianz Arena and different activities will be organised to promote tourism and investment opportunities in Rwanda.
FC Bayern Munich and mineral water brand Saskia announced a multi-year partnership agreement in July 2023. As part of the deal, Lidl’s own-brand mineral water Saskia, which is manufactured by Schwarz Produktion, will be delivered to the Allianz Arena and all club locations in the future.
In October 2023, FC Bayern and Viessmann agreed to extend their successful international cooperation until 30 June 2026. The German manufacturer of heating and refrigeration systems is now the global Official Climate Partner of the German record champions.
As part of the contract extension, the cooperation will be extended to FC Bayern’s women’s team, and Thomas Müller will also be the face of the partnership in the future with his endorsements.
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 sees Coca-Cola offer 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.
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, FC Bayern Munich and Adyen signed a new partnership agreement deal, making the latter the club’s official payment solution partner.
In September 2024, Swiss luxury watchmaker Breitling and German record champions Bayern Munich announced a multi-year partnership deal. Following the deal, Breitling became the club’s official timekeeper.
GetYourGuide sells tours and excursions, activities including cooking classes, and tickets to tourist attractions.
In October 2023, FC Bayern and GetYourGuide forged a new partnership to give fans and visitors unique moments and offer them the chance to come closer to their club than ever before. As part of the deal, together with GetYourGuide, the German record champions will launch two new ‘Originals by GetYourGuide’ offers – select, unique experiences available exclusively on the platform.
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.
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.
Munich-based commercial vehicles manufacturer MAN serves as a Gold Partner to the club since 2008. Apart from branding rights, the deal sees MAN provide 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 until 2027.
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 sees Miele supply 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 FC Bayern Munich last renewed their partnership agreement in September 2023 after agreeing to a three-year extension deal until 2026.
In March 2024, FC Bayern and Mondel?z International agreed on a partnership agreement centred around competitions for the Milka, OREO and TUC brands, which are intended to provide fans with unforgettable and unique moments.
FC Bayern Munich announced its 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, will be the official isotonic partner for the club.
The first phase of the multi-year partnership will see PRIME Hydration sold exclusively at the Allianz Arena on match days. The brand also plans to expand retail operations in the German market later in the year and launch FC Bayern X PRIME limited-edition bottles.
Italian denim clothing retailer and FC Bayern Munich signed a sponsorship agreement in October 2023 for the next four seasons. Replay will be the official sponsor until June 2027 and will outfit both the players and the club’s technical and management staff with formal and casual clothing.
188Bet is an online sportsbook provider. In September 2021, FC Bayern and 188Bet agreed on a multi-year partnership agreement. The collaboration sees 188BET as a regional partner for sports betting in Asia since 2021. Together, the football club and the betting provider are able to build a strong connection with Asian fans and create special experiences.
The Mexican sports programme and the German record champions signed a partnership agreement in August 2022. Following the deal, Afizzionados became 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 and makes the club accessible to fans who are unable to travel to Munich themselves.
In August 2023, FC Bayern agreed a partnership agreement 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.
In 2023, FC Bayern agreed a multi-year collaboration with the Chilean financial services platform Global66. This provides for the implementation of projects, including in the area of youth football.
FC Bayern and Tiger Balm, a leading pain relief product, entered into a four-year partnership in July 2024. This partnership brings together two proven, trusted brands and takes engagement with fans in Singapore, Thailand, Malaysia, Vietnam, China and the Hong Kong Special Administrative Region to a new level.
FC Bayern Munich and VERSUSbet, A Spain-based provider of state of the art technology solutions for casinos, gaming, and sports betting, announced a partnership agreement in July 2024. Thanks to the multi-year agreement, VERSUSbet will leverage FC Bayern’s intellectual property, broadcast elements, hospitality assets and FCB Legends to promote its recently launched betting site in Mexico.
Since 2016, FC Bayern Munich and Wangkanai – one of the biggest sugar producers in Southeast Asia – have been working together closely. In August 2020, FC Bayern Munich extended its successful partnership with the Thai corporate group Wangkanai until 2026.
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