Deutsche Telekom and FC Bayern Munich have extended their partnership by seven years, pushing the agreement through to 2032. The extension builds on a collaboration that started more than two decades ago and now includes new areas such as eSports, youth football, and social media engagement.
The renewed cooperation expands Deutsche Telekom’s presence in the stadium and secures additional rights related to youth football and eSports. It also covers naming rights, advertising opportunities, and media rights for friendly matches. The advertising partnership with individual players will increase, particularly on social media platforms. Additionally, the collaboration with FC Bayern Basketball will continue with greater intensity.
“The most valuable German brand and the most successful German football club belong together. We are continuing this strong partnership even more vigorously. The T on the jersey stands for Telekom, for Goals (Tore), and for Technology. We stand closely alongside FC Bayern Munich when it comes to excellence in digitalization,” says Rodrigo Diehl, board member of Deutsche Telekom and managing director of Telekom Deutschland. “Our collaboration means more to fans than just sponsorship – it creates innovative fan experiences and strengthens the connection between sports and digitalization.”
Jan-Christian Dreesen, CEO of FC Bayern Munich, commented: “Deutsche Telekom has been a reliable partner of FC Bayern for 23 years. It’s thanks in part to them that a new era of success began for us. The ‘T’ on our chest symbolises tradition, team spirit and numerous shared titles. This partnership is one of the most enduring in the Bundesliga and a prime example of credibility in professional sport. It has given us stability for over 20 years; we share values such as cooperation, growth and innovative spirit, and we are very much looking forward to continuing to bring these values to life in the future.”
Michael Hagspihl, SVP Global Strategic Projects and Marketing Partnerships at Deutsche Telekom added: “Our partnership stands for much more than the ‘T’ on our chest. Together, we are bringing two of the strongest brands together and continuing this successful collaboration. We are deepening the connection between the leading telecommunications brand and Germany’s largest football brand and setting new standards in technology, innovation, and social engagement.”
As part of its commitment to technology integration at sporting events since 2020, Deutsche Telekom has provided high-speed 5G coverage at Allianz Arena along with Wi-Fi connectivity improvements designed especially ahead of EURO 2024 matches held there (https://www.telekom.com/en/media/media-information/archive/euro-2024-telekom-brings-highspeed-internet-to-all-stadiums-1059228). Both organizations plan further advancements focused on enhancing digital experiences for fans inside stadiums.
According to Brand Finance’s latest report (https://brandfinance.com/reports/brand-finance-global-500-2025), Deutsche Telekom currently holds a brand value estimated at USD 85.3 billion—making it not only Europe’s top corporate brand but also globally recognized as the most valuable telecommunications company by brand value. Similarly, FC Bayern Munich is ranked among Germany’s strongest sports brands as well as being within the world’s top six club brands.
The two partners have agreed to intensify their joint campaigns addressing social responsibility issues such as online hate speech (“Against Hatespeech”) or racism (“Red Against Racism”). Their ongoing projects include support for inclusion through sport activities involving Special Olympics or Paralympics athletes alongside professional players from both organizations.
Recent events under this partnership included broadcasting friendly matches like this year’s Telekom Cup featuring Tottenham Hotspur live via MagentaTV (https://www.telekom.com/en/media/media-information/archive/magentatv-broadcasts-telekom-cup-live-and-free-of-charge-1059466). Future initiatives include fan-focused programs through Magenta Moments loyalty offers which give supporters access to exclusive matchday experiences at Allianz Arena.
