FC Bayern member voices harsh dissent over Emirates partnership agreement worth a million dollars
Bayern Munich Signs Seven-Year Partnership with Emirates
FC Bayern Munich has announced a significant partnership with Emirates, marking the airline's return to German football after a hiatus. The partnership, dubbed a "Platinum Partnership," will commence from the 2025-26 season and last until the 2031-32 season [1][2][3][4][5].
Under the terms of the agreement, Emirates will have branding rights at Bayern's Allianz Arena on all Bundesliga match days, with their logo appearing on perimeter boards, LED boards, and two premium pitch cam carpets. The partnership also includes exclusive ticket and hospitality rights, and a dedicated Emirates skybox at the stadium [1][3][4][5].
Emirates' branding will also be prominent in Club TV backdrops during press conferences and other public and digital events, and both companies will engage in joint activations on their social media and digital channels [1][3][4][5].
While the financial terms of the deal were not publicly disclosed, Bayern's Deputy Chairman, Michael Diederich, emphasized the value of Emirates as a strong, long-term partner providing financial planning security to support sporting goals [4][5].
Sir Tim Clark, President of Emirates Airline, described the partnership as more than commercial—it signifies a deep commitment to Germany and connection to Bayern’s rich heritage and global fanbase of over 140 million people [1][3][5].
The partnership continues Emirates’ extensive and strategic sponsorship investment in elite European football, with Bayern Munich being one of the most successful and globally supported clubs [4].
Michael Ott, a club member of Bayern Munich, has criticized the sponsorship deal with Emirates, but the club has expressed its pleasure at having Emirates as a powerful partner [6].
The contract with Qatar Airways, a previous partner of Bayern Munich, was terminated in 2023 due to fan protests [7]. Emirates' support could aid Bayern Munich in its internationalization efforts.
The money provided by Emirates is intended for Bayern Munich's expensive transfer plans, which may include Nick Woltemade from Stuttgart [8].
Key Points:
- Start/Duration: 2025-26 to 2031-32 (7 years)
- Type: Platinum Partner (not shirt sponsor)
- Branding: Stadium perimeter boards, LED boards, pitch camera carpets, skybox, Club TV backdrops
- Rights: Exclusive ticketing, hospitality allocations, joint digital activations
- Financials: Undisclosed but implied significant and stable support
- Previous European sponsorships: Long-term deals with top clubs including Arsenal (19 years), Real Madrid, AC Milan, Benfica
[1] The Guardian [2] BBC Sport [3] SportsPro [4] The Athletic [5] ESPN [6] Sky Sports [7] Deutsche Welle [8] The Sun
Emirates' seven-year partnership with Bayern Munich extends beyond 2025-26, marking their return to German business after a hiatus. The deal, titled a "Platinum Partnership," will see Emirates' branding on stadium perimeter boards, LED screens, pitch cam carpets, and a dedicated skybox. Finance from this deal may contribute to Bayern's sports operations and potential football transfers. With Emirates' history of long-term sponsorships in elite European business, this agreement represents a strategic investment in Bayern's global sports and business endeavors.
