German soccer heavyweights Bayern Munich and national telecommunications giant Deutsche Telekom have confirmed a seven-year extension of their major, front-of-shirt sponsorship deal.
The new deal between the long-standing partners will run through the 2031-32 season. This represents an early extension between the two parties as their existing agreement was not due to expire until 2027.
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The telecoms company has been the Bundesliga club’s jersey sponsor and main partner since 2002, meaning the new contract will take their relationship to 30 years.
Deutsche Telekom managed to secure a renewal despite substantial interest from the Emirates airline by substantially increasing its offer.
The current tie-up is worth just over €50 million ($57 million currently) per season to Bayern, with reports suggesting the new agreement is likely to be worth 30% more – the fees involved could stretch to €65 million each campaign (€325 million over five seasons).
Earlier this month, the Dubai-based carrier was named as a second-tier platinum partner of Bayern until the end of the 2031-32 season in a deal reportedly worth €5 million per year.
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By GlobalDataIn addition to its continued significant presence at the Allianz Arena, the partnership with Deutsche Telekom will also include activations in youth soccer and esports.
Naming, advertising, and "high-end" media rights for friendly matches have also been agreed. The partnership with FC Bayern Basketball will also be “intensified.”
Telekom has been providing mobile coverage at the Allianz Arena with high-speed 5G and Wi-Fi since 2020.
Both partners have also agreed to continue supporting each other in joint initiatives promoting diversity, tolerance, and social inclusion.
In terms of other significant Bayern commercial partners, the club's kit supplier is Adidas, through to 2030, while Audi (sleeve sponsor) and Allianz (stadium naming rights) are also top-tier sponsors.
The reigning Bundesliga champions also recently unveiled Drutex, the Poland-based manufacturer of windows, doors, and roller shutters, as a platinum partner for the next three seasons.
Meanwhile, Italian giants Inter Milan have announced a new partnership with Sector No Limits, the Italian sports watch brand, which will become the club’s official timekeeper from the 2025-26 season.
The agreement marks Sector’s first collaboration with a soccer club.
As part of the deal, the brand will keep time at Inter’s home matches, with a prominent presence on all official clocks at San Siro. Sector will also launch an exclusive collection of Inter-themed watches.
Over the course of the season, Sector and Inter will also organise a series of fan engagement initiatives.
This month, Inter have already extended a deal with health and wellbeing products supplier Sixtus through 2026-27.
In terms of recent commercial activity, the Serie A side unveiled a three-season deal with Balocco, the Italian confectionery brand, late last month.
