A Guide to Bayern Munich Sponsorships

A Guide to Bayern Munich’s Sponsorships 

Are you wondering what Bayern Munich’s secret has been to commercial success? Well, the answer is their consistency and their well-known sponsors. This past August they just signed a deal with Deutsche Telekom that will last until 2027. Telekom is just one of four of Bayern Munich’s main sponsors. The other three sponsors are Allianz, Audi, and Adidas which own around an eight percent stake within the clubs. Despite this, Telekom is not an actual stakeholder in the club. Andreas Jung, the board member of sponsorship, said that Telekom is seen as more of a strategic partner as they run a TV station and program within the stadium to inform fans about the club. Due to the outside investment, it is very crucial for Bayern Munich to have these partnerships. 

Due to the 50+1 rule, all of Germany’s clubs must be owned by the fans. This also means that the fans own a 75% stake in the club as well. What is your opinion of clubs that are owned by their fans? What are the pros and cons of this?

Look at this link to see Bayern Munich’s partners and shareholders and the different levels of shareholders they have as well: https://fcbayern.com/en/club/partner

Resources:

https://www.forbes.com/sites/steveprice/2022/09/05/how-bayern-munichs-sponsorship-strategy-has-made-them-a-commercial-success/?sh=235037181826