Introduction to Bayern Munich’s New Partnership
Two years after the end of its relationship with Qatar Airways under protests by fans, Bayern Munich signed a new partnership with Emirates, the airline, which is owned and operated by the United Arab Emirates. The agreement announced on Wednesday is similar to that of the football club with Visit Rwanda, the tourist board of the African country, and includes pitchside advertising as well as joint activations on social and digital channels of both companies.
Details of the Partnership
Unlike in their deal with Rwanda, the German champions in the United Arab Emirates do not mention a football academy. Emirates, who reportedly missed the sponsorship of the Bayern shirt, is a familiar presence in football. The airline has, among others, partnerships with Arsenal, Real Madrid, and Lyon, and sponsors the English FA Cup, the oldest National Cup competition in football. They also have offers in many other sports and were previously shirt sponsors for Hamburg in the Bundesliga.
Reaction to the Partnership
Michael Ott, a German lawyer who led fan protests against the sponsorship of Qatar Airways, is disappointed that the story is repeated. "It is deceptive, but in the end it probably makes sense because my impression was always that the Qatar deal was not ended thanks to a shift in the way of thinking of the Bavarian officials, but because Qatar no longer wanted to continue." He added, "Now they are doing exactly the same again. With the difference that the situation of migrant workers in the United Arab Emirates is probably even worse than in Qatar. It is impossible to justify an advertising contract for a company that belongs to such a state. I’m ashamed of Bavaria."
Human Rights Concerns
A report by Amnesty International in 2024 said that the country, which consists of seven emirates, including Dubai, is restrictive of the right to freedom of expression and peaceful meeting. It also found that the country has strong economic relationships with Israel in the middle of the armed conflict in Gaza and uses extended solutions against prisoners in the mass process against Emirati dissidents as a means of compulsion and punishment.
Financial Benefits of the Partnership
Michael Diederich, the deputy chairwoman of Bavaria, spoke about the financial advantages of the deal, which is valued at 5 million euros annually for the club. This is significant for the club, which recently spent 70 million euros on signing the Colombian striker Luis Diaz from Liverpool. "Bayern FC is very pleased to have won a strong and shining partner in Emirates who has been a committed supporter of club football in Europe for decades," he said. "FC Bayern also needs financial planning security to achieve its sporting goals. Therefore, Emirates is an ideal partner for our club."
Bayern Munich’s Partner Family
The club’s partner family also includes long-term businesses with German companies Adidas, Allianz, and Audi, each of which has participation in the club. In addition to the shirt sponsor Deutsche Telekom, these include the so-called "main partners" of the club. Emirates now sits in the "Platinum" tier with Betano, crypto platform Bitpanda, and Visit Rwanda.
