FC Bayern Munich: Allianz extends as title sponsor of the Allianz Arena until 2033 (€13m/year)

Allianz, a German insurance company, has extended its agreement with FC Bayern Munich (Bundesliga), which includes the naming rights to the Allianz Arena (Munich, GER, 75,000 capacity) for ten years, until 2033, announced the club on 21/03/2023. The German brand, which has been a partner of Bayern since 2000 and a minority shareholder with an 8.33% stake since 2014, has lent its name to the arena since it opened in 2005.

As part of its agreement with the 2021-22 German champions, the insurance company has also been the main shirt sponsor of the women's team (Flyeralarm Frauen-Bundesliga) since 2013, and the title sponsor of its training centre, the Allianz FC Bayern Akademie, since 2017. The group is also involved with the men's and youth teams. The total value of this renewed partnership is estimated at €130m over the 2023-2033 cycle, representing a sum of €13m per year (compared to €8m previously).

Allianz is also the title sponsor of two other stadiums in the European Top 5: the Allianz Stadium, the home of Juventus FC (Serie A TIM) over the 2017-2030 cycle (€103.1m in total, i.e…