Anshuman JoshiFollowing 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.
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 six-year agreement in August 2015, so that the deal that was supposed to expire in 2017 now runs until 2023.
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.
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 €900m 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 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.
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
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
Munich-headquartered German financial institution HypoVereinsbank (HVB) is a partner of the club since 2003. The two parties last extended their partnership in October 2015 in a deal reportedly worth €4.5m per year that would see HVB continue to serve as an official partner of the club until the end of the 2021-22 season.
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 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.
Paulaner
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.
Qatar Airways
Qatar Airways was announced as Lufthansa’s replacement as a Platinum Partner of the club in February 2018. Having kicked off in July 2018, the five-year deal grants Qatar’s state-owned flag carrier sleeve sponsorship rights on the club’s matchday shirts for their league matches. The partnership is currently set to run until the end of the 2022-23 season.
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. 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.
Siemens
German technology conglomerate Siemens is a Platinum Partner of Bayern since July 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 in July 2020.
Tipico
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.
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. 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 October 2020.
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.
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.
MAN
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.
Procter & Gamble
The American consumer goods company Proctor & Gamble (P&G) serves as a Gold Partner to the club since 2016. Apart from branding rights, the deal sees the club’s players endorsing famous P&G brands — Gillette, Braun, Head & Shoulders and Oral-B — as part of sponsorship activations across Germany, Austria and Switzerland.
The two parties last renewed their partnership in June 2019, with the deal now also covering Bayern’s women’s team.
OFFICIAL PARTNER
Adelholzener
Bad Adelholzen, Siegsdorf-based Bavarian mineral spring Adelholzener Alpenquellen serves as an Official Partner to local club Bayern Munich.
Bayern 3
Bayerischer Rundfunk-owned Bavarian public radio station Bayern 3 also serves as an Official Partner to local club Bayern Munich.
Engelbert Strauss
The Biebergemünd-headquartered German workwear and protective equipment manufacturer started working with the club in 2020. Listed as an Official Partner on the club’s website, Engelbert Strauss released a Bayern-themed workwear collection, called the Strauss x FC Bayern Workwear Collection, in July 2021.
Gigaset
Munich-based technology and consumer electronics company Gigaset serves as an Official Partner to Bayern Munich for “private and business telephony solutions” since July 2015. The two last extended their partnership in August 2019 in a deal that is set to run until 2022.
Hugo Boss
Metzingen-based German luxury fashion brand Hugo Boss became an Official Partner of Bayern Munich in July 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.
Hülsta
The Stadtlohn-headquartered German furniture brand also serves as an Official Partner to Bayern Munich, catering to the club’s furniture requirements across their many venues.
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.
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 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.
Siemens Healthineers
Erlangen-based Siemens Healthineers is the official medical solution partner of Bayern Munich since July 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 in February 2020 in a three-year deal. Varta also serves as the official partner of the FC Bayern Kids Club.
Vejo
Global personalised 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. Apart from branding rights, the deal also sees Vejo hold rights to manufacture specialised range of club-themed pod-based blenders.
Veuve Clicquot
Reims-based French Champagne house Veuve Clicquot Ponsardin also serves as an Official Partner to Bayern Munich. Apart from branding rights, the deal also includes production of Bayern-themed Veuve Clicquot Champagne sets.
