FC Bayern and Miele are continuing their successful cooperation, which has been running for six years: the Premium partnership has been extended until the end of the 2028/29 season and further expanded in its content. In the future there will be an even stronger focus on emotional brand experiences, digital content as well as activations around indoor and outdoor cooking – especially on matchdays at the Allianz Arena and in the FC Bayern World.
Rouven Kasper, FC Bayern board member for marketing and sales: “For six years now, FC Bayern, together with Miele, has regularly been creating unique moments in which our fans can not only see and feel our club, but which are also, quite literally, completely to their taste. We look forward to further innovative formats at the Allianz Arena or FC Bayern World alongside this partner, which consistently guarantees a truly delightful experience.”
Axel Kniehl, Director of Marketing & Sales at Miele Group: “Top-level football and cuisine are two things that many people connect with great passion. Our partnership with FC Bayern brings both together in authentic ways. We want to extend this connection further in the coming years.”
A new highlight of the collaboration is the premium dining format "Beyond Taste”, which offers guests exclusive behind-the-scenes insights into FC Bayern during a cooking experience at the Allianz Arena. Since the partnership began in 2020, the initial hospitality collaboration has evolved into a multifaceted partnership encompassing brand, product and culinary experiences. At its heart is the Miele Lounge at the Allianz Arena, which has established itself as an exclusive venue for culinary experiences, business events, and gatherings with clients and partners. Campaigns with players such as Serge Gnabry, the co-branded product Miele x FC Bayern Duoflex Limited Edition, and activations at FC Bayern World on Munich’s Marienplatz have continuously expanded the partnership over the years.
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