March 23 – Bayern Munich have extended their stadium naming rights deal with German financial services company Allianz for another 10 years. The stadium will continue to be known as the Allianz Arena until 2033.
The deal is worth €130 million over the term, according to German reports. The €13 million a year is an increase on the previous deal estimated at €8 million a year.
As part of the agreement with Bayern, Allianz will continue sponsorship of the men’s, women’s, and youth teams. Marketing assets will include a presence on the club’s digital and social media channels.
Allianz has been the naming rights partner of the stadium since it officially opened in May 2005, before Germany hosted the World Cup in 2006.
Andreas Jung, FC Bayern’s executive board member for marketing, said: “Allianz is an internationally active Munich-based company that people around the world associate with FC Bayern’s stadium.
“In the future, we will work together to drive forward the expansion of the partnership with our women’s team, implement projects to promote young talent, among other things.”
The relationship between Bayern and Allianz extends beyond sponsorship. In February 2014, Allianz bought 8.33% of FC Bayern München AG for €110 million, the same amount as two other sponsors, Adidas and Audi. At the time Bayern used the proceeds from the share sale to pay off the remaining debts from the construction of the Arena and invest in its youth training centre.
Allianz SE’s head of global brand & marketing, Christian Deuringer, said: “FC Bayern and Allianz have enjoyed a successful and trustful partnership for over 20 years, which has grown from the naming of the Allianz Arena to the men’s, women’s, and youth teams and increasingly into the digital and social media spheres. Thanks to FC Bayern’s huge reach and inspiring content, we reach many millions of fans around the world.”
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