The ability of sport to attract multi-million-dollar investments from sponsor brands continues apace. GlobalData’s Bayern Munich Sponsorship Deals 2023/24 Season includes an in-depth view and detailed evaluation of Bayern Munich’s sponsor partners. Buy the report here.
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Bayern Munich’s total sponsorship revenue for the 2022/23 season is over $263.5m, with the biggest single investment coming from adidas, which is an agreement valued at $67.09m per year. However, sponsorship values vary greatly across the different levels of partnership opportunities offered by a rights-holder, all of which are detailed in the report, in addition to the revenues of the participating teams.
In total, Bayern Munich have sponsorship agreements with 36 brands in the 2022/23 season, with their top five partners accounting for 71% of the club’s total income from sponsorship.
According to GlobalData’s report, the highest-spending sponsor brands include adidas, Deutsche Telekom, Audi, Qatar Airways and Allianz, among others. The table below shows the top ten sponsors of Bayern Munich in the 2022/23 season.
Consumer goods & beverages industries have struck the most deals
The consumer goods industry is the most heavily represented, totaling seven agreements with Bayern Munich in 2022/23. This is followed by beverages, financial services, pharmaceuticals & healthcare and technology.
For a brand, understanding which competitors and other sectors are partnering with which sports teams, and identifying future opportunities, and crucially, at what cost, is key information for commercial strategy planning. Meanwhile, for a rights-holding team, knowing what sponsorship revenues competitor teams and competitor sports are generating from each brand / sector is critical for increasing and maximizing commercial revenues, including identifying portfolio gaps and opportunities.
For more detailed analysis of all sponsor partners of Bayern Munich, as well as those of all other Bundesliga clubs, buy the report here.
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GlobalData, the leading provider of industry intelligence, provided the underlying data, research, and analysis used to produce this article. For more information about GlobalData’s Sport Intelligence Center please click here.
‘The ‘Business of…’ series of reports from GlobalData’s Sport Intelligence Center provide an in-depth view on the commercial strategy of a particular sporting league or event. By providing a detailed evaluation of all aspects of the property’s commercial strategy, we can guide investor decisions and sponsorship/media strategies for any organization looking to understand, imitate or partner with sporting properties.
