Emirates airline has agreed a lower-level sponsorship deal with Bayern Munich after reportedly missing out on a shirt sponsorship deal with the German soccer giants, according to reports in the country.
German outlet Bild has reported that the Dubai-based carrier will become a platinum partner of the Bundesliga side for the next seven years, Bayern’s second-tier sponsorship category.
The deal, which will run through 2032, is understood to be worth €5 million ($5.7 million) per year.
Emirates will become the club’s 10th platinum partner, joining Betano, Bitpanda, EA Sports, Einhell, Paulaner, Visit Rwanda, Schwarz Digits, Viessmann, and Volksbank Raiffeisenbank.
They sit below top-tier partners Adidas, Deutsche Telekom, Audi, and Allianz.
The agreement represents a shift in Emirates’ soccer sponsorship strategy as the airline typically only signs shirt or stadium naming rights deals in the sport.
The company has shirt sponsorship deals with several major European clubs, including Real Madrid, Arsenal, AC Milan, and Benfica. It also puts its name to Arsenal’s Emirates Stadium.
Emirates is interested in partnering with Bayern despite the German heavyweights recently opting to renew its long-running front-of-shirt agreement with telecommunications giant Deutsche Telekom, despite several months of negotiations with the airline.
Although it is yet to be announced, Bayern and Deutsche Telekom are believed to have agreed on a five-year extension through 2032. The current tie-up between the parties is not due to expire until 2027.
Deutsche Telekom beat off strong interest from Emirates by offering a significant uplift on its existing deal.
The current contract is worth just over €50 million 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 deals with Emirates and Deutsche Telekom are expected to be announced by the club soon.
The Bavarian outfit previously had a partnership with Qatar Airways but cut ties with the carrier after pressure from fans.
The agreement, which was in place between 2018 and 2023, drew strong criticism from fans, who voiced their anger about the club being sponsored by a country facing allegations of human rights violations, including LGBTQ rights and the treatment of migrant workers.
Before Qatar Airways, Bayern had a tie-up with German airline Lufthansa.
As part of their deals with Bayern, both Qatar Airways and Lufthansa provided travel for the club within Germany for league and cup matches; however, Emirates is not permitted to offer flights within the country.
