Bayern Munich, of German soccer’s top-tier Bundesliga, have finalized an extension of their commercial agreement with main club partner Deutsche Telekom through to 2027.
The telecoms giant has been Bayern’s main club partner and front-of-shirt partner through its T-Mobile brand for the past decade, with the pair having first struck a deal in 2002, and this relationship will now continue for the next five seasons.
The extension will see the T-Mobile logo continue to be branded on the front of Bayern kits.
In addition, Deutsche Telekom will continue to have “exclusive access to content from the club,” which the telecoms firm will offer to its customers on its MagentaTV channel via the in-house FCBayern.tv channel.
The firm’s presence on advertising boards at Bayern’s Allianz Arena home stadium will also continue, as will “numerous joint projects and innovations,” the club has said.
These include fan activation campaigns; the creation of a “unique multimedia experience” called StadiumVision; and 5G mobile technology coverage across the whole stadium.
The deal was initially reported by German media late last week, and at that point was said to be worth €200 million ($206 million).
The last contract extension took place in August 2015, with the current deal running through until the end of the recently-started 2022-23 campaign. At the time, GlobalData Sport estimated the deal as being worth €35 million annually, and €210 million in total over six seasons from 2017.
Oliver Kahn, chief executive of Bayern Munich, has said: “We're very happy that Deutsche Telekom has been at FC Bayern's side for 20 years. Telekom stands for innovation in a multimedia world, for creativity, for being forward-thinking. Together we have already experienced a unique success story.”
Michael Hagspihl, Deutsche Telekom’s senior vice-president of global strategic projects and marketing partnerships, added: “We're very proud of these joint successes and the many milestones. Thanks to the enormous media presence, innovative energy and the effects of that, our partnership is worth many times over what we put into it together."
Other main Bayern Munich commercial partners include Adidas (kit supplier), Audi, and Allianz, while the second tier of its sponsorship model contains brands such as Hylo, HypoVereinsbank, Konami, Paulaner, Qatar Airways, SAP, Siemens Tipico, and Viessmann.
Earlier this month, Bayern struck a multi-year technology agreement with US software firm Adobe to accelerate the club’s digital transformation and grow their fanbase.
The club has claimed 10 Bundesliga titles in a row and has so far won its first two Bundesliga games of 2022-23.
Elsewhere in the Bundesliga, Borussia Dortmund have entered into a partnership with Auric International Markets Limited (AIMS), a worldwide financial broker, for the 2022-23 season.
The deal has been arranged by Sportfive, the agency that is Dortmund’s official commercial rightsholder, and will see AIMS become a regional partner across the Asia-Pacific region.
AIMS will be a regional partner of Dortmund, and will “benefit from significant branding exposure, and develop engaging co-branded content and the club’s official social channels”, the club has said.
This will result in AIMS offering its clients across China, Southeast Asia, and India “an opportunity to obtain exclusive Dortmund club offers and benefits.”
Suresh Letchmanan, the club’s managing director in APAC, said: “The new partnership aligns with our core values and will enable the club to further increase our presence across the region. We look forward to collaborating with AIMS to provide unique content for our fans.”
Aaron Chang, a director at AIMS, added: "As a leading global financial broker, AIMS is always looking out for opportunities to innovate and further grow our brand, and this exciting new collaboration represents a monumental milestone as we embark on our first venture into sport sponsorship. We are excited to work together with Borussia Dortmund and create engaging experiences for the fans …”
Late last month, Dortmund agreed to a two-year sponsorship deal with Workday, the developer of enterprise cloud applications for human resources and finance.
Under the agreement, the company gas become the Bundesliga club’s official finance and HR enterprise management cloud partner until the end of the 2023-2024 season.