Emirates Seals Seven-Year Platinum Partnership with FC Bayern Munich
Emirates has officially signed a seven-year Platinum Partnership with FC Bayern Munich, marking the airline’s return to the German Bundesliga and reinforcing its global sports sponsorship strategy.
The partnership will span from the 2025-26 season through to the 2031-32 season, aligning Emirates with one of football’s most successful and respected clubs, 34-time Bundesliga champions and six-time UEFA Champions League winners.
As part of the deal, Emirates will gain premium brand visibility across various platforms including LED perimeter boards, two pitch cam carpets, and Club TV backdrops during press conferences and interviews. The airline will also enjoy exclusive ticket and hospitality privileges, including a dedicated skybox at the Allianz Arena, and use of FC Bayern’s collective player imagery for marketing purposes.
Sir Tim Clark, President of Emirates Airline, described the partnership as a union of excellence and ambition. “This landmark partnership represents far more than a commercial agreement; it embodies our deep commitment to Germany, which stands as a cornerstone of our European network,” he said. “We’re proud to align with FC Bayern, a club with a rich heritage and passionate community. Together, we aim to build meaningful connections with fans across the world.”
FC Bayern Munich boasts over 140 million fans worldwide, more than 410,000 club members, and fan clubs in over 100 countries, making it one of the most globally supported football institutions.
Michael Diederich, Deputy Chairman of FC Bayern, said Emirates fits perfectly into the club’s long-term strategy.“Emirates is a strong and shining partner, and this partnership provides vital financial planning security to achieve our sporting goals,” he said. “Their global network and presence in key markets like Asia and the US will also support our internationalisation efforts.”
This partnership marks Emirates’ official return to German football, a market where it aims to strengthen its influence through football’s universal appeal. With FC Bayern’s rapidly expanding reach, especially in Asia and North America, the timing is strategic.
Emirates is no stranger to elite football sponsorship. The airline currently features its “Fly Better” branding on the kits of Real Madrid, Arsenal FC, AC Milan, Benfica SL, and Olympique Lyonnais, and holds naming rights to Arsenal’s Emirates Stadium. It is also the title partner of The Emirates FA Cup, one of football’s oldest and most prestigious domestic tournaments.
In the UAE, Emirates remains a key supporter of the UAE Pro League and will feature its logo on the back of Al Ain FC’s training shirts during the 2025/26 season.
