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Bayern Munich to enter three-year partnership with Google
Bayern Munich to enter three-year partnership with Google
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Google is set to join the likes of Adidas, Deutsche Telekom, Audi, and Allianz to become a partner with Bayern Munich in yet another financially lucrative move for the club on the heels of the club announcing that they will be switching to digital only tickets for their home matches at the Allianz Arena from next season onward.
Per information from Tz’s Manuel Bonke (via @iMiaSanMia), the multinational technology giants are set to enter a three-year partnership with the German Rekordmeister after a long series of negotiations have been finalized between all parties. Rouven Kasper, Bayern’s head of marketing and sales, was seen posing with Dr. Anne-Katrin Hübel, Senior Director of Marketing DACH at Google, at Säbener Straße, both of them holding a Bayern home kit with “FC Bayern 2029 Google” on the back of it.
Google will become a new partner of FC Bayern. The cooperation will run for three years until 2029. Negotiations have been ongoing for some time and have now been finalized. On Friday, Rouven Kasper, Head of Marketing and Sales at Bayern, posed with Dr. Anne-Katrin Hübel, Senior Director of Marketing DACH at Google, at Säbener Straße. The scope of the sponsorship is not yet known, but Bayern will announce it soon.
While the club have not released any sort of official statement regarding the partnership with Google, it’s anticipated that the move is yet another milestone moment in the club’s emphasis on bettering the digital fan engagement — something Bayern as a brand has really been a pioneer of in sport. Similar to the work the club has done with Siemens audiology to study what match events fan most loudly and energetically respond to, the partnership with Google can greatly utilize the latter’s data analytics capabilities.
AdvertisementAdvertisementAdvertisementThere’s also a pre-existing connection that Google has with German football with Google Pixel already being the tile sponsor for the Frauen Bundesliga, and they also have existing partnerships with the men’s England national team, Liverpool FC, Arsenal, and Brighton and Hove Albion. They’ve been successfully running their “Pitchside, presented by Pixel” series during matches to bring fans much closer to the action and they’ve also been utilizing AI matchday enhancement tools.
From the club’s perspective, not only could this enhance the experiences of existing fans, it can greatly bolster exposure and brand awareness for those that might not already have an interest in FC Bayern or German football as a whole. Bayern has consistently made wise partnership decisions to try to increase their global marketing strategies, and this is yet another step in that direction supporting those continuous efforts.
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