Emirates secures partnership with Bayern Munich for sponsorship
Emirates and Bayern Munich Announce Seven-Year Partnership
Football powerhouse Bayern Munich has sealed a landmark seven-year partnership with Emirates, starting from the 2025-26 season and running through to 2031-32. This marks Emirates' return as a major partner in German football, providing high-profile brand visibility for the airline.
The partnership, dubbed a "Platinum Partnership," offers Emirates perimeter advertising at Allianz Arena, LED displays, exclusive ticket and hospitality benefits, a dedicated Emirates skybox, and access to player images for promotional purposes. However, it's important to note that Emirates will not be Bayern's shirt sponsor, with Deutsche Telekom retaining that role.
A Return to Bundesliga Football Sponsorship
Emirates' new deal with Bayern Munich signifies its return to Bundesliga football sponsorship after having long-standing connections with other major European clubs such as Real Madrid, AC Milan, Benfica, and Arsenal. Bayern, on the other hand, ended its prior association with Qatar Airways two years ago due to fan backlash linked to human rights concerns surrounding Qatar.
Human Rights Concerns Surrounding Emirates
While Bayern Munich emphasizes the financial stability and strategic fit of Emirates as a partner, there has been some criticism and concern raised by observers regarding the ethical implications of partnering with a UAE-based company. The UAE government, which owns Emirates, has been scrutinized for human rights issues, including restrictions on freedom of expression, labor rights, and treatment of migrant workers.
Critics like German attorney Michael Ott, who previously led protests against Bayern's Qatar Airways deal, have voiced disappointment about Bayern’s new partnership with Emirates, warning that the club may be repeating past mistakes in aligning with Gulf state entities implicated in contentious human rights records.
A Balancing Act Between Financial Incentives and Reputational Risks
The partnership between Bayern Munich and Emirates exemplifies the balancing act between financial incentives from global corporations and reputational risks tied to human rights criticisms. Bayern's history of navigating sponsorship challenges related to the Gulf region underscores this delicate balance.
The agreement between Bayern Munich and Emirates is similar to the one with Visit Rwanda and includes pitchside advertising and joint activations on social and digital channels. Emirates also sponsors the English FA Cup, the oldest national cup competition in football.
The partnership is worth an estimated €5 million ($5.8 million) annually, and Emirates now joins Betano, Bitpanda, and Visit Rwanda in Bayern Munich's partner network. Bayern Munich recently spent €70 million on signing Colombian forward Luis Diaz from Liverpool.
As Bayern Munich moves forward with its new partnership, the club will continue to grapple with the complexities of balancing financial gains with ethical considerations. The human rights concerns surrounding Emirates, as well as other Gulf state entities, will undoubtedly remain a topic of discussion among fans, critics, and activists alike.
- The association between Bayern Munich and Emirates extends beyond European football, as Emirates has previously held substantial ties with international clubs such as Real Madrid, AC Milan, Benfica, and Arsenal.
- Despite concerns raised by some observers regarding the ethical implications of partnering with a UAE-based company, the financial stability and strategic fit of Emirates as a partner might have influenced Bayern Munich's decision.
- The sponsorship deal between Bayern Munich and Emirates shares similarities with the club's agreement with Visit Rwanda, including pitchside advertising and collaborative digital campaigns on social media platforms.
- As Bayern Munich continues to seek financial gains through partnerships, the club will likely face ongoing discussions and scrutiny from fans, critics, and activists about the potential reputational risks associated with partnering with entities like Emirates, particularly due to human rights concerns in the Gulf region.
