FC Bayern Women and MCM Unite in Two-Year Partnership Blending Football and Luxury Fashion.

Roger Hampel

Image: FC Bayern

FC Bayern Women have signed a new two-year partnership with Munich-based luxury fashion brand MCM, marking another example of women's football attracting premium lifestyle brands seeking long-term commercial opportunities beyond traditional sponsorship.

The collaboration brings together two globally recognised brands with shared roots in Munich and reflects the growing convergence of elite women's football, fashion and consumer culture.

Global Brands with Local Roots FC Bayern

Under the new agreement, FC Bayern Women and MCM plan to launch a joint collection this autumn, signalling that the collaboration will extend beyond conventional branding rights.

For MCM, which celebrates its 50th anniversary in 2026 after being founded in Munich in 1976, the partnership reinforces both its local identity and its growing presence within sport.

For FC Bayern Women, the agreement represents another step in strengthening the team's commercial platform while attracting partners whose positioning aligns with premium branding rather than traditional sports sponsorship categories.

A shared connection to Munich forms an important part of the partnership narrative.

Both organisations emphasised their common roots, international outlook and ambition for continued development.

The local connection provides authenticity while allowing the partnership to combine sport, fashion, travel and lifestyle under two globally recognised Munich brands.

Executive Comments

Rouven Kasper, FC Bayern Executive Board Member for Marketing and Sales, said MCM is a natural fit for the women's team because both organisations represent performance, development and a modern outlook.

He added that the combination of elite women's football and MCM's design and cultural expertise creates significant potential to further strengthen the profile of the women's game.

FC Bayern Women Director Bianca Rech said the partnership reflects the growing economic and communication value of women's football while providing new opportunities to expand the team's commercial platforms.

MCM Chief Brand Officer Dirk Schönberger described football as part of the company's identity and said supporting FC Bayern Women represents a natural continuation of that relationship, bringing together two institutions united by shared values and German heritage.