Here, we look at the organisations enjoying a strong branding presence across the physical and digital assets of the men’s and/or women‘s teams of Fußball-Club Bayern München — commonly referred to as FC Bayern Munich — as their sponsors and partners for the 2025/26 season.
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, having overseen the refurbishment of the club’s home ground — the Allianz Arena (Fußball Arena München) — into one of the most technologically advanced sports venues on the planet, as well as several 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 worth €900 million in April 2015. Their partnership now runs until 2030.
German automobile manufacturer Audi is one of Bayern Munich’s main partners since 2002 and also 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 rumoured links with BMW emerged, but the two parties quashed them by announcing a nine-year agreement in January 2020 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.
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 an initial four-year deal.
In September 2023, Einhell signed an early extension agreement with the German giants, extending its deal until 2027 and upgrading its status from a Gold Partner to a Platinum Partner on Bayern’s sponsorship portfolio.
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 encouraging the implementation of “battery-powered” ones.
Bitpanda is an Austrian company headquartered in Vienna. It runs a cryptocurrency exchange, and offers commodities, securities trading, and ETFs.
In January 2024, Bitpanda signed a multi-year partnership agreement with Bayern Munich, coming on board as a Platinum Partner as well as their first-ever official crypto trading partner.
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.
In October 2023, FC Bayern and Viessmann agreed to extend their international cooperation until 30 June 2026. The German manufacturer of heating and refrigeration systems thus acts as the club’s Official Climate Partner.
The Viessmann agreement also covers Bayern’s women’s team, with former player and club legend Thomas Müller also having endorsed the brand.
In August 2025, Bayern Munich struck a seven-year partnership agreement with Emirates.
As part of the deal, which is worth €5 million per year and covers the seasons 2025/26 to 2031/32, sees the UAE flag carrier serves as a Platinum Partner of the Bavarian giants.
In August 2025, Bayern bolstered their commercial portfolio with a three-year partnership with Drutex, a Bytów-based manufacturer of window and door systems, roping it in as a Platinum Partner.
As per the agreement, Drutex enjoys prominent branding visibility at the Allianz Arena as well as across the club’s official global digital platforms. The collaboration also includes joint fan engagement initiatives and activation campaigns.
In July 2025, Bayern Munich announced a multi-year global partnership with Betano, an international online sports betting operator, which came on board as the club’s exclusive sports betting partner.
In July 2025, Bayern Munich agreed to a multi-year partnership with FC, a football-simulation video game series developed and published by EA Sports and previously known as FIFA. The deal replaced the club’s previous agreement with Japanese media company KONAMI’s rival video game series eFootball (formerly Pro Evolution Soccer or PES).
The agreement brought back the Allianz Arena to feature in FC games, with KONAMI having taken it away with its exclusivity agreement. Bayern Munich star Jamal Musiala also featured on the cover of FC 26 alongside Real Madrid star Jude Bellingham.
In 2025, Schwarz Digits, a division of the Schwarz Group focusing on digital solutions and services, signed a multi-year partnership agreement with Bayern Munich.
This partnership follows the commitment made between Bayern and the Schwarz Group in July 2023, under which it was agreed that, in the coming years, PreZero, the IT products XM Cyber and STACKIT, and Lidl’s mineral water brand Saskia, among others, would become official Bayern partners.
In July 2025, Bayern and meine Volksbank Raiffeisenbank eG announced a multi-year partnership. The Rosenheim?headquartered Bavarian cooperative bank thus became the official house bank of the club as part of a Platinum Partnership agreement.
American beverage giant Coca?Cola has enjoyed a partnership with the Bavarian club for over fifty years, making this one of the 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 fan base.
The two parties last renewed their partnership in July 2023 for a further three years — until 2026.
In May 2025, Bayern agreed a long-term partnership with Celonis.
As part of the deal, the Munich-based data processing company acts as the club’s exclusive partner for process mining and process intelligence. The agreement covers Bayern’s men’s and women’s football teams, as well as the FC Bayern basketball team.
As a Gold Partner, Celonis also gains access to the club’s partner network.
HYLO EYE CARE, a URSAPHARM Arzneimittel brand, served as an Official Partner of Bayern Munich from 2017 to 2019 and then as a Platinum Partner from 2019 to 2023 before moving back to the role of an Official Partner after signing a new three-year deal in April 2023.
As per the current agreement, the two parties focus more on the international market, especially China, where the Bavarians boast one of the biggest fan bases. This includes branding visibility via pitch-side LED advertising boards during live broadcasts of Bayern home games in the region, as well as co-branded activations.
For the 2025/26 season, HYLO is listed as a Gold Partner of the Bavarian club on their official website.
In December 2024, South Korean tyre maker Nexen Tire announced a long-term strategic global marketing partnership with Bayern Munich, coming on board as their Official Tire Partner with the aim of expanding its presence in the European market.
The partnership, having kicked off in January 2025 (the second half of the 2024/25 season), entails Nexen Tire’s branding on the LED display boards at the Allianz Arena during Bayern’s domestic and European home games, with advertisements being broadcast in Germany, Austria, and Switzerland. Promotional campaigns featuring Bayern players are also part of the agreement.
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 that 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. Although no further developments have been publicly announced, SAP is currently listed on the official Bayern website as a Gold Partner.
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 and Adyen signed a partnership agreement, which designated the latter as the official payment solution partner of the former.
In September 2024, Swiss luxury watchmaker Breitling and Bayern Munich announced a multi-year partnership deal, which made the former the club’s official timekeeper.
Bayern Munich announced a strategic sponsorship with the 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. In 2024, the two renewed their partnership for three more years.
Munich-based commercial vehicles manufacturer MAN has served as a Gold Partner of 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 in April 2024, having signed a three-year extension agreement to take their partnership to 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 Bayern Munich last renewed their partnership agreement in September 2023 after agreeing to a three-year extension deal set to run until 2026.
In March 2024, Bayern and Mondelez International announced a partnership centred around the latter’s brands Milka, OREO, and TUC, with the aim of providing fans with unforgettable and unique moments.
In August 2023, Bayern Munich announced their partnership with Logan Paul and KSI’s popular beverage brand, PRIME. Founded by the YouTube stars in 2022, PRIME’s flagship sports drink, Hydration, serves as the official isotonic partner for the club.
The first phase of the multi-year partnership entails PRIME Hydration being sold exclusively at the Allianz Arena on matchdays. The brand also plans to expand retail operations in the German market and launch limited-edition co-branded bottles in collaboration with the club.
Italian denim clothing brand Replay and Bayern Munich signed a four-year sponsorship agreement in October 2023.
The deal, running until June 2027, designates Replay as an official sponsor of the club and entails the brand outfitting both the players and the technical and management staff of the club, providing bespoke formal and casual clothing.
In January 2025, FC Bayern announced an official international Match Break partnership with Travel Connection and Champions Travel — two sports travel sector companies.
As part of this cooperation, Travel Connection and Champions Travel offer exclusive travel packages for fans from all over the world for Bayern’s Bundesliga, DFB-Pokal, and Champions League matches at the Allianz Arena. The deal includes match tickets, hotel accommodation, and an optional stadium tour.
188Bet is an online sportsbook. In September 2021, FC Bayern announced a multi-year partnership with it.
The collaboration has seen 188Bet serve as Bayern’s regional partner for sports betting in Asia since 2021, with the German club looking to bolster their fan base in the region.
Tiger Balm, a pain relief product, entered into a four-year partnership with Bayern in July 2024. It thus acts as a regional partner of the club in Singapore, Thailand, Malaysia, Vietnam, China, and Hong Kong.
In July 2025, Bayern and Doppelherz announced a multi-year partnership focusing on the international market. As part of the deal, the nutraceutical brand serves as the club’s official partner for nutritional supplements in Europe (excluding the German-speaking countries), Africa, and Asia.
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