FC Bayern Munich has formed an early extension of its 20-year collaboration with Deutsche Telekom, which will now run to 2027.
The firm will receive exclusive content on the Bundesliga team and will present it to its customers on the FC Bayern.tv channel on the MagentaTV platform.
Oliver Kahn, CEO of FC Bayern, said: “We are delighted that Deutsche Telekom has been a partner of FC Bayern for 20 years. The company stands for innovation in a multi-media world, for creativity, for a forward-thinking attitude.
“Together we have already written a unique success story. Our objective is to continue setting benchmarks inside and outside of the sporting world and we’ve managed to do so once again by signing this contract extension.”
Furthermore, Deutsche Telekom is planning further digital developments based on the new 5G mobile communications standard, whilst other objectives include providing effective brand and product communication support and implementing sales support activities.
Deutsche Telekom can be seen on the team’s kit and stadium perimeters. In the past 20 years, the club has won the German Bundesliga 15 times (32 times in total) and 10 times in a row since 2013.
Klaus Werner, Chief Financial Officer at Telekom Deutschland, added: “We want to keep delighting the fans. As part of our partnership with FC Bayern, we want to keep driving digitalisation in football forward and create a real added value for the fans.
“We are connected by a strong partnership. And we will continue to accompany FC Bayern on the digitalisation journey.”
The pair have also underlined that the primary sponsorship helps with customer loyalty and creates the prerequisites to pursue and implement sales targets and societal aspects.