Emirates Airlines has announced a groundbreaking seven-year partnership with Bayern Munich, a football club that has claimed the Bundesliga title 34 times and has won the UEFA Champions League six times. Under this agreement, Emirates will become the “platinum partner” of the German club’s first team starting from the 2025-2026 season and continuing until the conclusion of the 2031-2032 season.
Bayern Munich is one of the most prominent football clubs globally, boasting a vibrant fanbase of over 140 million supporters worldwide. The club has a deeply rooted brand identity linked to its Bavarian heritage, and its official membership exceeds 410,000, making it one of the largest in the world of football. This reflects strong community ties and a significant level of fan support, with its followers organized in official fan clubs across more than 100 countries, establishing its status as a global football destination.
This multi-year partnership will provide Emirates with significant brand visibility through advertising boards around the stadium and LED screens that will reach audiences worldwide. The deal includes exclusive ticket allocations and hospitality benefits, along with a dedicated Emirates suite at Bayern Munich’s “Allianz Arena.” Emirates will also have rights to use group player images, and its branding will feature prominently in the backdrop of press conferences, television interviews, and various public and digital events.
Sir Tim Clark, President of Emirates, stated: “We are proud to partner with Bayern Munich, the most renowned German club and a giant in the global sports arena. This historic collaboration goes beyond traditional business frameworks; it embodies our deep commitment to the German market, a key hub in our European network. Through this partnership, we are connected with the club’s rich heritage and its exceptional community. We look forward to building close relationships with millions of Bayern fans worldwide and celebrating excellence, a core value we share with this legendary club.”
Michael Diedrich, Vice President of Bayern Munich, noted: “We are thrilled to welcome a prestigious and trusted name like Emirates Airlines to our partner family, which has shown a long-term commitment to supporting European football. Emirates is the ideal partner for us to achieve our sporting aspirations, and its global network will help us reach football audiences worldwide while supporting our international expansion plans.”
This partnership also marks Emirates’ formal return to the German Bundesliga during a phase of rapid growth in the club’s fan base across key markets such as the United States and Asia. With its extensive global network and world-class services, Emirates is ideally positioned to strengthen these connections.
Football forms a foundational element of Emirates’ sponsorship strategy, as demonstrated by its prestigious partnerships with elite clubs and tournaments worldwide. The “Fly Better” logo of Emirates appears on the jerseys of several top European teams, including AC Milan, Real Madrid, Olympique Lyonnais, Benfica, and Arsenal. Additionally, Emirates’ branding will feature on the training jerseys of the Al Ain FC during all local and international matches starting next season. Emirates also holds the naming rights for Arsenal’s “Emirates Stadium.”
Furthermore, Emirates continues its long-standing role as a major sponsor of the FA Cup, the world’s oldest and largest domestic football competition, now officially known as the “Emirates FA Cup.” Based in the UAE, Emirates supports the UAE Pro League.