Emirates has announced a major new partnership with FC Bayern Munich, one of Europe’s most successful football clubs. The seven-year agreement, beginning with the 2025–26 season and running through 2031–32, establishes Emirates as a Platinum Partner of the club’s first team. FC Bayern Munich, the 34-time Bundesliga champion and six-time UEFA Champions League winner, enjoys immense global support. With a fanbase exceeding 140 million people, the club has cultivated a powerful international presence while staying true to its Bavarian heritage.
It also boasts a remarkable membership base of 410,000, the largest in football, and a wide-reaching network of fan clubs across more than 100 countries, underlining its deep community ties and worldwide popularity.
Strategic Brand Visibility for Emirates
As part of the deal, Emirates will receive extensive branding opportunities across FC Bayern’s platforms and match-day environments. These include:
Perimeter stadium and LED advertising visible to global broadcast audiences
Premium pitch cam carpets
A dedicated Emirates skybox at the Allianz Arena
Exclusive hospitality and ticket access
Prominent placement on Club TV backdrops, press conferences, flash zone interviews, and digital events
Use of the club’s collective player imagery for brand campaigns
Leadership Perspectives on the Partnership
Sir Tim Clark, President of Emirates Airlines, described the partnership as more than a commercial agreement. He emphasized it as a “deep commitment to Germany” and praised FC Bayern as a “global sporting giant” with a passionate community that resonates with Emirates’ values of excellence, heritage, and global unity.
Michael Diederich, Deputy Chairman of FC Bayern, echoed the sentiment, stating that Emirates brings not only financial reliability but also international reach. He noted that the partnership supports FC Bayern’s ongoing efforts to expand its global presence, especially in key growth markets.
This agreement also signals Emirates’ official return to the German football scene. With FC Bayern’s fanbase rapidly expanding in Asia and the United States, Emirates’ vast global route network and premium service make it an ideal partner to deepen these connections.
Football continues to play a vital role in Emirates’ sponsorship strategy. The airline already partners with global giants like Real Madrid, Arsenal, AC Milan, Benfica, and Olympique Lyonnais. Emirates is also the long-time Title Partner of The FA Cup, known as The Emirates FA Cup, and actively supports football in the UAE through the UAE Pro League.
Starting with the 2025–26 season, the Fly Better logo will appear on the back of Al Ain FC’s First Team Training Kit, adding another layer to Emirates’ football sponsorship portfolio.
FC Bayern is the most successful football club in Germany’s history, with 34 league titles, 20 domestic cup victories, and six Champions League trophies. The club is committed to combining sporting excellence with sound economic management, and it has maintained strong ties with fans through history, tradition, and social engagement.
With offices in New York, Shanghai, and Bangkok, and the iconic Allianz Arena as its home ground, FC Bayern Munich continues to set the benchmark for global football clubs in the modern era.
