German soccer giants Bayern Munich have expanded their commercial partnership with Qatar's Hamad International Airport (HIA) for a further six years.
HIA, which has had a strong brand presence inside Bayern's home ground, the Allianz Arena, since January 2016, will become the club’s first ever shirt-sleeve sponsor from the start of the 2017/18 Bundesliga season.
Bayern are the latest German soccer side to take advantage of the German Football League’s (DFL) change in regulations regarding the sale of sponsorship space on shirt sleeves. Logistics firm Hermes previously took a spot on the sleeves of every Bundesliga club in a centralised deal but teams are now entitled to go to market individually.
The financial terms of the deal with HIA, which runs until 2023, have not been released.
“The strengthening of this fantastic sponsorship between Qatar’s award-winning airport and FC Bayern München truly demonstrates the State of Qatar’s role as a global leader in sports,” said Akbar Al Baker, chief executive of the Qatar Airways Group. “The HIA-Qatar logo on the sleeve of every FC Bayern München jersey helps display the importance that we as a nation place on sports as a means of bringing people together.”
Andreas Jung, a Bayern Munich executive board member, added: “When we signed the contract with Hamad International Airport in January 2016, the sponsor’s badge on the sleeve was already part of our agreement. So far the HIA-logo has already been placed on the training uniforms.”
Bayern Munich won their fifth consecutive Bundesliga title and their 27th in total in 2016/17. They start their 2017/18 campaign with a home fixture against Bayer 04 Leverkusen on 18th August.