FC Bayern Munich ink a massive deal with Emirates

Staff Writer
Image Credit: Vitalii Vitleo / Shutterstock.com

Global airline Emirates has confirmed a landmark seven-year agreement with FC Bayern Munich, becoming the club’s Platinum Partner from the 2025/26 season through to 2031/32.

The partnership signals Emirates’ return to the German football market and reflects its commitment to building high-impact, long-term relationships with some of the world’s most commercially powerful football clubs.

Under the deal, Emirates secures a broad range of branding, hospitality, and marketing rights, further expanding its global sports sponsorship portfolio and reinforcing its connection to elite football audiences.

Strategic Alignment and Global Ambitions

The agreement will see Emirates benefit from:

  • Brand visibility on LED perimeter boards at the Allianz Arena

  • Presence on pitch cam carpets and Club TV platforms (including press conference and flash interview backdrops)

  • Access to collective image rights of Bayern Munich’s first team

  • A dedicated Emirates skybox at the stadium

  • Ticketing and hospitality entitlements for guest engagement and activations

For FC Bayern Munich, the agreement strengthens its internationalisation efforts, particularly in Asia and the United States while offering additional commercial firepower through one of the world’s most recognisable brands.

Michael Diederich, Deputy Chairman of FC Bayern, commented:

“Emirates is a reliable global brand and an ideal match for our long-term goals, both sporting and commercial.”

Return to Bundesliga Sponsorship for Emirates

This marks Emirates’ official return to Bundesliga sponsorship, following the conclusion of its previous long-standing agreement with Hamburger SV. The airline has identified Germany as a key strategic market within its European network, and Bayern’s global reach, over 140 million fans and more than 410,000 official members provides a powerful platform for brand exposure.

Sir Tim Clark, President of Emirates Airline, stated:

“By aligning with FC Bayern, we’re connecting to a globally respected sporting institution with a loyal and passionate international following.”

Part of a Broader Global Strategy

The Bayern partnership complements Emirates’ extensive football portfolio, which includes major sponsorships with Real Madrid, Arsenal, AC Milan, and Benfica, as well as its title collaboration with The FA Cup.

For both Emirates and FC Bayern, the collaboration is more than a commercial transaction – it’s a strategic alignment of vision, brand power, and global ambition.

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Victory unites with Roasting Warehouse in culture-led partnership

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Image credit: Melbourne Victory

The Melbourne-based anf family-owned business will join the Victory family, uniting two institutions which represent the city’s culture and identity.

A partnership with local roots

As the newest partner of Melbourne Victory, Roasting Warehouse joins forces with a vital part of the city’s sporting landscape.

The club’s Managing Director, Caroline Carnegie, outlined why the partnership bears so much value to both parties.

“We are excited to collaborate with Roasting Warehouse, a community-oriented destination for high-quality coffee, proud of its foundations in Melbourne,” said Carnegie via official media release.

“Football and coffee sit at the epicentre of Melbourne’s culture. The two go hand-in-hand, consistently at the centre of the conversation that stirs Melburnians, which is no different to the conversation sport and Melbourne Victory stir in the State.”

Indeed, this is a partnership which combines the identity, passions and culture of an entire city, therefore giving it the foundations required for long-term, mutual success.

Representing the best of Melbourne

Both Victory and Roasting Warehouse are hugely successful in their respective industries. They are institutions with community-oriented philosphies, who pride themselves on craft and quality.

“We’re incredibly proud to partner with Melbourne Victory, a club that represents the heart, passion, and ambition of Melbourne,” revealed Roasting Warehouse Head of Brand, Alexander Paraskevopoulos.

“As a Melbourne-founded, family-run business, supporting a team that means so much to the local community feels very natural for us.”

Furthermore, through their high-quality blends, Roasting Warehouse will look to prepare Victory’s players and staff for high performances on the pitch as the seasons nears completion.

But this is about far more than just fueling athletes.

This is a partnership which embodies and unites two of Melbourne’s greatest strengths and cultural markers – a connection forged from the city’s very own DNA.

 

For more information about Roasting Warehouse, click here.

Marie-Louise Eta makes history as new Union Berlin head coach

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Image credit: FC Union Berlin

In an historic appointment, Eta will take over as head coach of Union Berlin until the end of the season.

History in the making

Previously the first female assistant coach in Bundesliga history with Union Berlin, Eta will now take the reigns of the men’s first team on an interim basis.

Currently, the club sit in 11th place in the Bundesliga table, but with only two wins so far in 2026, relegation appears an all-too-real prospect, and one which the club is desperate to avoid.

“Given the points gap in the lower half of the table, our place in the Bundesliga is not yet secure,” said Eta via official media release.

‘I am delighted that the club has entrusted me with this challenging task. One of Union’s strengths has always been, and remains, the ability to pull together in such situations.”

Eta will begin as Union’s new head coach with immediate effect, and will be in the dugout for the club’s matchup against Wolfsburg this weekend.

 

A step into an equal future

Eta’s appointment signals a major step towards a more level playing field in the football landscape.

Furthermore, Eta joins other coaches including Sabrinna Wittmann, Hannah Dingley and Corinne Diacre who, in recent years, have blazed a trail for female coaches to step into the men’s game.

Wittmann currently manages FC Ingolstadt in Germany’s third division, and was the first female head coach in Germany’s top three divisions.

In 2023, Dingley became caretaker manager of Forest Green Rovers, and thus the first woman to lead a men’s professional team in England.

Diacre, now head coach of France’s women’s national team, managed Ligue 2’s Clerment Foot between 2014 and 2017.

 

Final thoughts

The impact therefore, is that Eta’s appointment will show future generations of aspiring female coaches that men’s football is an equally viable and possible pathway as the women’s game.

The time is now to level the playing field.

And while it may be a short-term role, its effect on attitudes towards equality and fair opportunities in the game will hopefully resonate long after the season ends.

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