German soccer giants – and Bundesliga champions – Bayern Munich have brought in artificial intelligence firm Wonderful as a new club partner for the next three seasons.
Through a deal unveiled yesterday, Wonderful becomes the official enterprise AI partner of the Bavarian giants, who have won 13 of the last 14 Bundesliga titles.
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The deal – running through 2026-27, 2027-28, and 2028-29 – revolves around Wonderful's products and technologies being used to enhance the club's array of fan services.
This will involve Wonderful integrating with the club's existing matchday fan service systems to "enable secure enterprise AI functionalities within [Bayern's] technology ecosystem."
Wonderful will, at first, work to implement an AI assistant that works to help Bayern fans with ticketing issues on matchdays, allowing the Munich club to handle time-sensitive fan requests in a timely manner.
More and more major European soccer clubs are now implementing artificial intelligence solutions in their digital ecosystems in order to enhance and smooth over the online experience for their fans.
Rouven Kasper, board member for marketing and sales at Bayern Munich, commented: "Our partnership with Wonderful allows us to leverage the potential of enterprise AI with the help of AI agents and support our teams in providing fast and reliable service when it matters most – starting on match day."
In terms of recent Bayern commercial activity, mid-August saw the Bundesliga champions unveil the extension of their deal with home appliance brand Miele on a multi-year basis.
Deutsche Telekom is the front-of-shirt sponsor for Bayern's men's team, while that side's kit supplier is Adidas.
Bar Winkler, Wonderful's chief executive and co-founder, added: "Wonderful is delighted to partner with FC Bayern, who are driving forward their ambitions in the field of Enterprise AI. FC Bayern sets standards for excellence on the pitch, throughout the club, and now also in AI. We are proud to contribute to further expanding these standards set by FC Bayern.”
