FC Bayern and Deutsche Telekom have extended their close partnership by a further seven years until summer 2032. The telecommunications company has been the Munich club’s jersey sponsor and main partner since 2002. The new contract term means FC Bayern and Telekom will have been working together for 30 years. The cooperation focuses in particular on mobile communications and telecommunications technology, digital fan experiences and entertainment, and social responsibility.
Jan-Christian Dreesen, FC Bayern CEO: “Deutsche Telekom has been a reliable partner of FC Bayern for 23 years. It’s thanks in part to them that a new era of success began for us. The ‘T’ on our chest symbolises tradition, team spirit and numerous shared titles. This partnership is one of the most enduring in the Bundesliga and a prime example of credibility in professional sport. It has given us stability for over 20 years; we share values such as cooperation, growth and innovative spirit, and we are very much looking forward to continuing to bring these values to life in the future.”
Rodrigo Diehl, board member of Deutsche Telekom and managing director of Telekom Deutschland: “The most valuable German brand and the most successful German football club belong together. We are continuing this strong partnership with even greater vigour. The ‘T’ on the jersey stands for Telekom, Tore (goals) and technology. We stand shoulder to shoulder with Bayern Munich when it comes to excellence in digitalisation. Our collaboration means more to fans than just sponsorship. It creates innovative fan experiences and strengthens the connection between sport and digitalisation.”
In addition to its continued significant presence at the Allianz Arena, the partnership will also include activations in youth football and eSports. Naming, advertising and high-end media rights for friendly matches have also been agreed. The partnership with FC Bayern Basketball will also be intensified. Telekom has been providing first-class mobile coverage at the Allianz Arena with high-speed 5G and Wi-Fi since 2020. Further innovative digital offerings will be developed for stadium visitors in the future.
Both partners have also agreed to continue supporting each other in joint initiatives promoting diversity, tolerance and social inclusion. Examples include Telekom's ‘No hate speech’ campaign and FC Bayern's ‘Red against Racism’ initiative. Telekom's ‘Inclusion through Sport’ projects will also continue to benefit from the partnership. Deutsche Telekom has currently achieved the best result in its 30-year history. With a brand value of $85.3 billion, it is the most valuable telecommunications brand in the world and the most valuable corporate brand in Europe.