FC Bayern Munich and Miele Extend Partnership Through 2029.

Roger Hampel

Image: FC Bayern Munich

FC Bayern Munich and Miele have extended their commercial partnership through the end of the 2028/29 season, continuing a relationship that began in 2020 and expanding its focus across hospitality, digital content and culinary experiences.

Miele will remain a Premium Partner of the German champions, with the next phase of the agreement placing greater emphasis on matchday activations at the Allianz Arena, experiences at FC Bayern World in central Munich and content built around indoor and outdoor cooking.

Six-Year Partnership Extended to 2029 FC Bayern

FC Bayern and Miele began working together in 2020. Over six years, the partnership has expanded from its initial hospitality focus into several areas of the club's commercial operation.

The Miele Lounge at the Allianz Arena has become one of the central assets in the relationship, serving as a venue for hospitality, culinary experiences, business events and meetings with clients and commercial partners.

The renewed agreement will continue using the stadium as a primary activation platform while increasing the volume of digital content and food-related experiences. FC Bayern World, the club's flagship development on Marienplatz, will also remain part of the programme.

From Hospitality to Products and Player Campaigns

A new component of the partnership is Beyond Taste, a premium dining format at the Allianz Arena.

The concept combines a cooking experience with behind-the-scenes access to FC Bayern, adding another hospitality product around the stadium environment.

The Bayern-Miele relationship has already produced several activations outside conventional stadium branding. Miele has worked with Bayern players including Serge Gnabry on commercial campaigns, while the two organisations also introduced a co-branded consumer product, the Miele x FC Bayern Duoflex Limited Edition.

Activations at FC Bayern World have extended the partnership into Munich's city centre, giving Miele another physical point of contact with supporters and visitors outside matchdays. The renewed agreement is expected to build on those formats through additional content, culinary experiences and product-focused campaigns.

Executive Comments

Rouven Kasper, FC Bayern Board Member for Marketing and Sales, said:

“For six years now, FC Bayern, together with Miele, has regularly been creating unique moments in which our fans can not only see and feel our club, but which are also, quite literally, completely to their taste.”

Rouven Kasper said the club expects further formats at the Allianz Arena and FC Bayern World during the extended partnership.

Axel Kniehl, Director of Marketing & Sales at Miele Group, said:

“Top-level football and cuisine are two things that many people connect with great passion. Our partnership with FC Bayern brings both together in authentic ways. We want to extend this connection further in the coming years.”