German soccer heavyweights (and Bundesliga champions) Bayern Munich are set to pen a five-year extension to their major, front-of-shirt sponsorship deal with national telecommunications giant Deutsche Telekom.
This renewal, initially reported by German publication Bild, would come despite substantial interest from the Emirates airline in taking over as Bayern's front-of-shirt rights partner once Deutsche Telekom's current tie-up with the Bavarian side ends in 2027.
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It has now been reported that the telecoms firm has seen off the threat from Emirates by substantially increasing its offer over the last few weeks.
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).
Bayern's present deal with its primary men's team partner was formally unveiled in August 2022, and began in time for the 2022-23 Bundesliga campaign.
Overall, Bayern have had Deutsche Telekom as their front-of-shirt partner since 2002.
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By GlobalDataThe men's team is now in the US, playing in the 2025 FIFA Club World Cup – they won their inaugural match of the 32-team tournament 10-0 against New Zealand side Auckland City on Sunday (June 15).
In terms of other significant Bayern commercial partners, the club's kit supplier is Adidas, through to 2030.
Last month, meanwhile, Bayern agreed a long-term partnership with German data processing firm Celonis. The Munich-based company will be the club’s exclusive partner for process mining and process intelligence.
The deal covers the men's and women's soccer teams, as well as the FC Bayern basketball team.
Elsewhere in European soccer, Italy's Juventus have reportedly extended their kit supply deal with Adidas through the 2038-39 season.
That would represent a significant year extension, with the current agreement between the two parties (valued by GlobalData Sport at $58 million per campaign) having got underway in 2019.
The deal will reportedly be worth around €43 million per year, reaching a total of €408 million over the lengthy period of the agreement.
Overall, the two parties have been partners since the start of the 2015-16 season, during which time Juventus have won Serie A five times – although they have not done so since 2020.
This report comes only a few days after the Turin club confirmed European cryptocurrency firm WhiteBIT as their new sleeve sponsor as part of a three-year global partnership.
Last month, it was announced that US vehicle manufacturer Jeep will return as Juventus’ front-of-shirt sponsor after agreeing a three-year deal to reunite with the team. The car brand will pay €69 million to the Serie A side.
In addition to Jeep, Juventus agreed a shirt sponsorship deal with the Visit Detroit tourism bureau to fill the second slot reserved for partners.
Meanwhile, Spanish side Atletico Madrid have signed up fashion brand AlphaTauri as a sponsor.
That Red Bull-owned brand becomes the official provider of formal and travel attire for the Madrid club's men's, women's, and reserve teams.
This agreement adds to the overall tie-up between Atletico and Red Bull, announced earlier this year and valued by GlobalData Sport at $2 million annually. It began in January and runs through 2026-27.
