Breaking: German football giants bayern Munich are reportedly on the verge of securing a lucrative sponsorship deal with Emirates, possibly worth over €80 million annually, according to sources familiar with the negotiations. This comes as Bayern seeks a new primary sponsor following the expiration of their agreement with Qatar Airways.
The prospective partnership with Emirates, the Dubai-based airline, would mark a significant shift for Bayern, who faced considerable fan backlash over their previous sponsorship with Qatar Airways. While financial details remain confidential, industry analysts estimate the deal could exceed Bayern’s previous agreement, wich was valued at approximately €70 million per year.
Bayern Munich‘s decision to move away from Qatar Airways stemmed from sustained protests by supporter groups concerned about Qatar’s human rights record,notably regarding LGBTQ+ rights adn the treatment of migrant workers involved in infrastructure projects for the 2022 FIFA World Cup. Fan organizations, including *Supporters Club Bayern e.V.*, actively campaigned for the club to sever ties with the airline, staging demonstrations and issuing public statements.
Prior to the Qatar Airways deal, which ran from 2018 to 2023, Bayern enjoyed a long-standing partnership with German flag carrier Lufthansa, a relationship that spanned several decades. The Lufthansa sponsorship,while less financially rewarding than the Qatar Airways deal,was seen as a more natural fit for the club’s German identity.
Emirates already boasts an extensive portfolio of sports sponsorships, prominently featuring shirt deals with several European football powerhouses, including Real Madrid, Arsenal, AC Milan, and Benfica. The airline also holds naming rights to Arsenal’s home stadium, the Emirates Stadium, located in Islington, London.
Bayern Munich’s consistent success on the pitch – having secured the Bundesliga title in 12 of the last 13 seasons – and their regular participation in the UEFA Champions League, where thay have won the competition six times (most recently in 2020), make them an exceptionally attractive sponsorship property. The club’s average match attendance at the allianz Arena, with a capacity of 75,024, consistently ranks among the highest in Europe.
Alongside Emirates, Audi and allianz are also key partners of Bayern Munich, contributing to the club’s substantial commercial revenue. Audi, headquartered in Ingolstadt, Germany, has a long-term automotive partnership with the club, while allianz, a global financial services company based in Munich, is the naming rights holder of Bayern’s stadium.
