Emirates Airline has announced a major global sponsorship agreement with FC Bayern Munich, marking its official return to the German football league. The Dubai-based airline has signed a seven-year deal with the 34-time Bundesliga champions and six-time UEFA Champions League winners, becoming a Platinum Partner of the club’s first team from the 2025-26 season through to the 2031-32 campaign.
This strategic partnership grants Emirates significant global brand visibility across FC Bayern’s digital, broadcast, and in-stadium platforms. From pitch-side LED boards and two premium pitch cam carpets to exclusive ticket and hospitality rights, the deal positions Emirates at the heart of one of Europe’s most influential football institutions.
In addition, the airline will have a dedicated Emirates skybox at Munich’s Allianz Arena, branding rights on Club TV backdrops used during press conferences and media interactions, and access to collective player images. These assets are expected to enhance Emirates’ international brand presence across key markets, particularly in Asia and the United States, where FC Bayern’s fanbase continues to expand.
Sir Tim Clark, President of Emirates Airline, described the partnership as more than a business arrangement. “We are immensely proud to partner with FC Bayern—Germany’s most iconic football club and a true global sporting giant. 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.
“Few forces match sport’s remarkable capacity to unite hearts and minds across cultures and continents, and we look forward to building meaningful relationships with millions of devoted FC Bayern fans around the world, while celebrating excellence, a value that defines both Emirates and FC Bayern.”
FC Bayern Munich has a strong global following, boasting more than 140 million fans and one of the world’s largest official club memberships, with over 410,000 members. The club also maintains fan clubs in more than 100 countries.
Michael Diederich, Deputy Chairman of FC Bayern, welcomed the new alliance. “FC Bayern is very pleased to have gained a strong and shining partner in Emirates, which has been a committed supporter of football in Europe for decades,” he said. “FC Bayern also needs financial planning security to achieve its sporting goals, so Emirates is an ideal fit for our club’s family of partners.”
He also highlighted the airline’s role in supporting the club’s international ambitions. “It will help us that Emirates connects football fans around the world and can support FC Bayern in its internationalisation plans.”
The agreement adds to Emirates’ rich football sponsorship portfolio. The airline’s “Fly Better” branding already appears on the kits of elite clubs including Real Madrid, Arsenal FC, AC Milan, Benfica SL, and Olympique Lyonnais. Emirates also holds naming rights to Arsenal’s Emirates Stadium and is the title sponsor of the Emirates FA Cup in England.
With this new chapter, Emirates reinforces its long-term investment in football and its brand integration across the global sports landscape.
