Deutsche Telekom has extended its shirt deal with Bayern Munich for a reported $51 million annually.
The agreement, which runs until 2027, extends a relationship that dates back to 2002 and has been extended three times.
Worth an extra $5.1 million per season, the deal also includes exclusive access to content offered on FC Bayern.tv on the MagentaTV subscription service.
- The agreement will focus on “the effective support of brand and product communication as well as the successful implementation of sales-supporting measures.”
- In their time working together, the pair have launched the StadiumVision multimedia experience and 5G coverage in Allianz Arena.
“Thanks to the enormous media presence, innovative energy, and the effects of that, our partnership is worth many times over what we put into it together,” Michael Hagspihl, Deutsche Telekom’s SVP of global strategic projects and partnerships said.
Bayern Munich’s deal extension is the team’s latest business move this month.
On Aug. 3, the club announced a multiyear deal with Adobe to create personalized experiences for global fans and support the club internally, and on Aug. 5, it renewed its agreement with software company SAP as part of a three-year deal. The club is reportedly looking to expand in the U.S., too, by increasing the value of its media rights.
Forbes last valued the team at $4.275 billion — the fifth-most valuable soccer club in the world.