Deutsche Telekom and Bayern Munich reach a “€50m a year” agreement to extension of shirt sponsorship

Deutsche Telekom and Bayern Munich have agreed to an early renewal of their primary partnership, which would keep the corporation as the primary shirt sponsor of the German soccer powerhouses until 2027 in a contract worth reportedly €50 million (US$51 million) each year. 

The agreement, which guarantees the Bundesliga champions an increase of €5 million (US$5.1 million) every season above the previous agreement, also grants Deutsche Telekom’s consumers exclusive access to material produced by the club through FC Bayern.tv on the MagentaTV subscription service. 

The relationship between Bayern and Deutsche Telekom, which began in 2002 and has since been extended three times, has resulted in a number of cooperative endeavours. These include the rollout of 5G coverage throughout the whole Allianz Arena, as well as the debut of FC Bayern.tv live and the StadiumVision multimedia experience.

Commenting on the extension, Oliver Kahn, Bayern Chief Executive said: 

“We’re very happy that Deutsche Telekom has been at FC Bayern’s side for 20 years. Telekom stands for innovation in a multimedia world, for creativity, for being forward-thinking. Together we have already experienced a unique success story. Our aim is to continue to set standards in sport and beyond – and we have succeeded once again with this contract extension.”

Michael Hagspihl, Deutsche Telekom’s Senior Vice President of Global Strategic Projects and Marketing Partnerships added: 

“FC Bayern Munich and Deutsche Telekom have written an amazing success story in the last 20 years. We’re very proud of these joint successes and the many milestones. Thanks to the enormous media presence, innovative energy and the effects of that, our partnership is worth many times over what we put into it together.”