FC Bayern Munich and Emirates Sign Long-Term Partnership Through 2032.

Roger Hampel

Image: FC Bayern Munich

Emirates has signed a seven-year agreement with FC Bayern Munich, becoming the club’s Platinum Partner starting with the 2025/26 season through to 2031/32. The deal marks the airline’s official return to the German football market and expands its already broad portfolio of global football sponsorships.

The agreement includes premium branding rights, hospitality assets, and global marketing integration, reinforcing both parties’ commitment to expanding their international reach.

Key Elements of the Partnership FC Bayern Munich Emirates

As part of the multi-season deal, Emirates will receive:

• Brand visibility on LED perimeter boards at the Allianz Arena

• Pitch cam carpets and Club TV exposure (press conference backdrops, flash interviews)

• Access to collective image rights of the Bayern Munich first team

• A dedicated Emirates skybox at the stadium

• Ticket and hospitality inventory for activation and guest experience

  
  

The collaboration enhances Emirates’ physical and digital footprint in one of Europe’s most commercially valuable football clubs, aligning with the airline’s broader strategy in sports marketing.

Return to Bundesliga and German Market Focus

The partnership with Bayern Munich marks Emirates’ re-entry into the Bundesliga ecosystem, years after ending its long-standing sponsorship of Hamburger SV. According to Emirates, Germany remains a core strategic market within its European network, and the club’s fanbase—spanning over 140 million global supporters and 410,000 official members—provides a unique platform for high-impact engagement.

Sir Tim Clark, President of Emirates Airline, commented:

“By aligning with FC Bayern, we’re connecting to a globally respected sporting institution with a loyal and passionate international following.”

Global Expansion and Brand Synergy

Emirates’ investment in Bayern also supports the club’s ongoing internationalisation efforts, particularly across Asia and the United States. The partnership complements existing airline sponsorships with clubs such as Real Madrid, Arsenal, AC Milan, and Benfica, as well as Emirates’ title partnership with The FA Cup.

Michael Diederich, Deputy Chairman of FC Bayern, noted:

“Emirates is a reliable global brand and an ideal match for our long-term goals, both sporting and commercial.”