FC Bayern: partnership with Wonderful (AI) to enhance the fan experience on matchdays

FC Bayern Munich (Bundesliga) has entered into a partnership with Wonderful, a company specialising in artificial intelligence solutions for businesses, to implement AI "across its operations, beginning with selected fan services," the club announced on 9 September 2026.

The Israeli company has the status of gold partner, the third level in the German club’s sponsorship hierarchy, for three seasons (2026-2029). "Wonderful will work with the club to deploy enterprise AI solutions across selected use cases, beginning with matchday fan service," according to Bayern, which will integrate the solutions developed by Wonderful into its own technology ecosystem.

As part of the partnership, the Bavarian club will deploy an AI agent to provide digital ticketing support. "It allows FC Bayern to…