Bayern Munich have confirmed a new platinum partnership with Emirates, reportedly worth €5 million per year, after the airline failed in its bid to become the Bundesliga club’s main shirt sponsor.
The agreement, which runs until the end of the 2031/32 season, includes perimeter advertising at the Allianz Arena as well as joint activations across digital and social media channels.
Emirates had been keen to replace Deutsche Telekom as Bayern’s front-of-shirt sponsor, with German outlet Bild reporting in June that the airline was prepared to match a €65 million (US$75 million) per season offer. However, Bayern are instead believed to be close to extending their existing deal with Deutsche Telekom.
The deal marks Emirates' first partnership with the German champions and makes the airline the first to sponsor Bayern since Qatar Airways ended its agreement with the club in 2023. That deal, reportedly worth €20 million (US$21.8 million) per year and featured on the club’s shirt sleeves, drew backlash from Bayern supporters due to concerns over Qatar’s human rights record.
As a platinum partner, Emirates joins Bayern’s second-tier sponsorship group, sitting just below top-level sponsors Deutsche Telekom, Adidas, Allianz, and Audi. Other platinum partners include Betano, Bitpanda, EA Sports, Einhell, Paulaner, Visit Rwanda, Schwarz Digits, Viessmann, and Volksbank.
The move further expands Emirates’ presence in European football. The airline currently serves as the shirt sponsor for clubs including Real Madrid, Arsenal, AC Milan, Benfica, and Olympique Lyonnais.
Michael Diederich, Bayern’s deputy chairman, commented, “FC Bayern is very pleased to have gained a strong and shining partner in Emirates, which has been a committed supporter of club football in Europe for decades. FC Bayern also needs financial planning security to achieve its sporting goals, so Emirates is an ideal fit for our club’s family of partners. It will also help us that Emirates connects football fans around the world and can support FC Bayern in its internationalisation plans.“
Emirates president Tim Clark added, “We are immensely proud to partner with FC Bayern, Germany’s most iconic football club and a true global sporting giant. This landmark partnership represents far more than a commercial agreement; it embodies our deep commitment to Germany, which stands as a cornerstone of our European network.”
The announcement suggests an extension of Bayern’s long-standing shirt sponsorship with Deutsche Telekom is imminent, although the deal has yet to be officially confirmed. The 2025/26 Bundesliga season begins on 22nd August.
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