FC Bayern Munich: Emirates (airline) platinum partner until 2031-32 (€5m per season)

Emirates, an Emirati airline, has become a platinum partner of FC Bayern Munich (Bundesliga) for seven seasons, i.e. over the 2025-2032 cycle, announced the club on 06/08/2025. The agreement is worth a total of €35m, or €5m per year.

This partnership will see the airline positioned as a second-level sponsor of the German club, alongside nine other brands (including two other deals starting in 2025-26, with sports betting operator Betano and Bavarian bank Volksbank Raiffeisenbank). Emirates, which offers 63 weekly flights to four German cities (including Munich), will benefit from visibility on signage at the Allianz Arena (75,000 capacity). The two partners will also be offering "joint activations on both companies' social and digital channels," according to Bayern.

This agreement marks the airline's return to sponsorship in the Bundesliga. Emirates was previously a main shirt sponsor of Hamburger Sport-Verein (relegated to the 2.Bundesliga in 2018-19) for 14 seasons between 2006-07 and 2019-20 (for an annual fee of €7.3m over the 2017-2020 cycle).

The brand is also the main shirt…