Overview

• Emirates and Bayern Munich confirmed a seven-season Platinum Partnership starting in the 2025-26 campaign and extending through the 2031-32 season.
• The agreement excludes shirt sponsorship, ensuring Deutsche Telekom remains the club’s kit sponsor while Emirates secures perimeter advertising, LED boards and pitch-cam branding at the Allianz Arena.
• Emirates will also hold exclusive ticket and hospitality allocations, a dedicated skybox and access to club TV backdrops, plus joint digital activations across key social channels.
• Bayern’s deputy chairman Michael Diederich and Emirates president Tim Clark praised the partnership for aligning with Bayern’s financial planning needs and Emirates’ goal of re-entering the Bundesliga market.
• Fan activists and human rights advocates have criticized the deal over concerns about the UAE’s labor and freedom of expression record, drawing parallels to past protests against the club’s Qatar sponsorship.