Bayern Munich extend and expand with Telekom

22 August 2012 | Posted in Sponsorship, Soccer, Europe | By James Emmett

Bundesliga giants Bayern Munich have confirmed they have renewed their main shirt sponsorship deal with Deutsche Telekom for a further four years.

The deal, which extends a ten-year relationship between Germany's most popular soccer club and the telecommunications company, will now run until at least 2017.

According to reports in the German press, the new deal is worth around €30 million a year, a €5 million-a-year increase on the current contract, although currency fluctuations mean the dollar amount is roughly the same.

According to a release on the club's website, Bayern Munich and Deutsche Telekom 'will expand their joint activities and implement a multifaceted programme for football fans and FC Bayern supporters. Main sponsor Telekom will acquire additional advertising rights and services, to include social media and the new FCB News product.'

Telekom will have logo presence on the front of the team's shirts, around the pitch, on team and club equipment, and will have a 'dedicated fan area' on the club's official website.

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The deal also includes exclusive media rights, with Telekom entitled to match analyses, interviews, and behind-the-scenes documentaries which it intends to offer to its Entertain and MobileTV customers.

Henning Stiegenroth, Deutsche Telekom head of sports marketing, commented: “The powerful effect of communications and sales promotion, and the increasing business orientation of the partnership, have demonstrably paid off for us. FC Bayern is our top partner in Germany with immense national and international appeal."