Emirates signs 7-year deal with 6-time Champions League winners Bayern Munich

Never one to miss the opportunity to seal a major partnership with an elite sports club, Emirates have now signed a seven-year sponsorship with six-time UEFA Champions League winners FC Bayern Munich. 

The United Arab Emirates (UAE) flag carrier and Bayern Munich announced on August 6, 2025, that the partnership would see Emirates become a ‘Platinum Partner’ of the first team from the 2025-26 season through to 2031-32. 

Bayern Munich are one of the most successful European football teams with a global fanbase of more than 140 million people and attract some of the biggest sports stars to the club such as England’s captain Harry Kane. 

34-time German championship winners Bayern said that the partnership comprises perimeter advertising at the Allianz Arena on all Bundesliga match days, as well as joint activations on both companies’ social and digital channels.   

Emirates added that the sponsorship included prominent brand visibility on LED boards as well as two premium pitch cam carpets.   

PhotoLondonUK / Shutterstock.comThe agreement also includes exclusive ticket and hospitality allocations, plus a dedicated Emirates skybox at the club’s home stadium. 

The airline’s branding will also feature prominently in Club TV backdrops during press conferences, flash zone interviews and other public and digital events. 

“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,” said Sir Tim Clark, President of Emirates.  

VanderWolf Images / Shutterstock.comHe added: “We look forward to building meaningful relationships with millions of devoted FC Bayern fans around the world, while celebrating excellence, a value that defines both Emirates and FC Bayern.” 

The partnership sees Emirates return to Bundesliga and increases its portfolio of sports teams that it is currently collaborating with.  

Since 2001, Emirates initially sponsored Chelsea FC, then AC Milan since 2007, Real Madrid since 2011, and Benfica Lisbon since 2014.  

Emirates has been associated with Arsenal London for 19 years, which includes the home stadium being named after the airline.  

In addition to football, Emirates is also active in sailing, cricket, golf, rugby, and tennis, and also sponsors of all four Grand Slam tennis tournaments. 

“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,” said Michael Diederich, Deputy Chairman of FC Bayern. 

A report published in December 2024, by Research and Markets said that, across 296 agreements currently in place, an estimated $1.2 billion was tied into the sports industry through sponsorships. 

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