Bayern Munich and Emirates Sign Seven-Year Deal to Boost Global Brand Presence

Bayern Munich has secured a significant seven-year Platinum Partner sponsorship deal with the UAE-based airline Emirates, starting from the 2025–26 season and extending to the 2031–32 season. While Emirates did not obtain the front-of-shirt sponsorship, which Deutsche Telekom retains through a renewed agreement, the airline has established a prominent secondary partnership that will enhance its visibility across Bayern's global brand.

This partnership entails Emirates being featured prominently on Bayern Munich's platforms and at events. The airline will gain branding space throughout the Allianz Arena, including LED perimeter boards, pitch-side camera carpets and its presence in media backdrops for players and managers. Additionally, Emirates will have access to exclusive hospitality rights, which include a dedicated skybox and premium ticketing options for home matches, thereby adding strategic depth beyond traditional advertising.

For Bayern Munich, this deal introduces a dual-commercial model that strengthens both its financial and international standing. While Telekom ensures brand continuity on the team's shirt, Emirates adds significant value by aligning the club with one of the world's most recognised airline brands. This partnership is particularly advantageous for Bayern's international operations, as Emirates can facilitate global travel and logistics, especially in markets such as Asia and the Middle East, where Bayern is focused on expanding its presence.

From Emirates' perspective, the partnership fits into its broader sports sponsorship strategy, which includes collaborations with top-tier football clubs globally. The deal with Bayern enhances the airline's international visibility, tapping into a fan base that exceeds 140 million worldwide. Moreover, it underscores the UAE's ongoing investment in international sport as a means of expanding its global influence and brand presence.

This agreement also reflects a broader trend in elite football, where secondary sponsorships are gaining increased value and influence. Emirates' willingness to engage in a high-profile, non-shirt role demonstrates the growing versatility of commercial partnerships in the sport. It also highlights Bayern's ability to attract multiple global partners while maintaining long-standing brand relationships.

The Emirates deal complements Bayern's internationalisation strategy, as the club aims to expand its presence in key regions such as North America, the Middle East and Asia. This layered approach, combining traditional sponsorships with new, global partnerships, positions Bayern Munich as one of the most commercially savvy clubs in world football. The addition of Emirates reinforces that reputation while providing mutual benefits in brand exposure, fan engagement and global expansion.