- Partnership with Deutsche Telekom dates back to 2002 and has been extended three times
- Deal includes FC Bayern.tv offering for MagentaTV subscription service
Bayern Munich and Deutsche Telekom have agreed an early extension of their principal partnership, which will see the company remain as the German soccer giants’ main shirt sponsor until 2027 in a deal worth a reported €50 million (US$51 million) a year.
The pact, which secures the Bundesliga champions an increase of €5 million (US$5.1 million) per season on the current contact, includes exclusive access to content from the club which Deutsche Telekom can offer to its customers via FC Bayern.tv on the MagentaTV subscription service.
Bayern’s deal with Deutsche Telekom dates back to 2002, with the pair having worked on numerous joint projects during a partnership that has been extended three times. In addition to launching FC Bayern.tv live, these include the StadiumVision multimedia experience and the rollout of 5G coverage across the whole of the club’s Allianz Arena home.
Oliver Kahn, Bayern chief executive said: “We’re very happy that Deutsche Telekom has been at FC Bayern’s side for 20 years. Telekom stands for innovation in a multimedia world, for creativity, for being forward-thinking. Together we have already experienced a unique success story. Our aim is to continue to set standards in sport and beyond – and we have succeeded once again with this contract extension.”
Michael Hagspihl, Deutsche Telekom’s senior vice president of global strategic projects and marketing partnerships added: “FC Bayern Munich and Deutsche Telekom have written an amazing success story in the last 20 years. We’re very proud of these joint successes and the many milestones. Thanks to the enormous media presence, innovative energy and the effects of that, our partnership is worth many times over what we put into it together.”
The confirmation of the Deutsche Telekom deal comes after the Bayern also extended their relationship with SAP and added Adobe as a new partner.