07.08.2025 10:40:54

FC Bayern and Emirates Ink Multi-Year Partnership Through 2032

Munich, August 2025 – FC Bayern Munich has entered into a new long-term sponsorship agreement with Emirates, the Dubai-based airline, which will run through the end of the 2031/32 season. Under the new platinum-tier partnership, Emirates becomes a prominent brand presence at the Allianz Arena and will collaborate with the club on integrated activations across both digital and global platforms.

FC Bayern and @emirates have entered into partnership. Welcome onboard! 🔴⚪✈️

🔗 https://t.co/47JtO8QGz1 #FCBayern #Emirates #FlyBetter pic.twitter.com/mERFf86f1Q
— FC Bayern (@FCBayernEN) August 6, 2025

Emirates Returns to the Bundesliga as FC Bayern’s Platinum Partner

This new agreement marks Emirates’ return to the Bundesliga and strengthens its footprint in one of Europe’s most vital football markets. As part of the deal, Emirates will receive LED perimeter advertising on all FC Bayern Bundesliga home matches at Allianz Arena and will also launch joint marketing activations across digital and social media platforms.

Michael Diederich, Deputy Chairman of FC Bayern, emphasized the importance of the deal: “With Emirates, we are gaining a powerful partner that brings global visibility and aligns with our international growth strategy. Their long-standing dedication to European football and global connectivity fits seamlessly with our ambitions, both on and off the pitch.”

A Global Connection Between Football and Aviation

Sir Tim Clark, President of Emirates Airline, expressed enthusiasm for the collaboration: “This is more than a commercial deal – it’s a strategic alignment with one of the most respected names in global football. Through this partnership, we aim to deepen our ties with the German market and connect with millions of passionate FC Bayern supporters around the world.”

The partnership reflects a shared commitment to excellence, heritage, and global reach – values that resonate deeply with both brands.

Building on a Rich Sponsorship Legacy

Emirates has a long track record in football sponsorship. Over the years, the airline has partnered with major European clubs such as Chelsea FC (2001), AC Milan (since 2007), Real Madrid (since 2011), Benfica (since 2014), and Arsenal FC, with whom they’ve had a 19-year relationship.

Germany remains one of Emirates’ most critical hubs in Europe. The airline currently operates 63 weekly direct flights from Frankfurt, Munich, Düsseldorf, and Hamburg, connecting travelers to Dubai and beyond through its vast network of 153 destinations across 81 countries.

Sports Sponsorship as a Global Strategy

Beyond football, Emirates is actively involved in a wide range of global sports including tennis, rugby, sailing, cricket, and golf. It is the only brand to sponsor all four Grand Slam tennis tournaments and has consistently maintained a high-profile presence in sports and culture – including music, film, and literature – over the past two decades.

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