FC Bayern has gained another financially strong partner in Google. The U.S. technology giant is joining the German record champions as a Platinum Partner. The first financial details are now emerging: Google is reportedly set to pay the Munich-based club an eight-figure sum annually.
Earlier this week, FC Bayern had already officially announced its long-term partnership with Google. Under the deal, Google Gemini will become the official “Consumer AI Partner,” while Google Pixel, as the official smartphone partner, will support both the men’s and women’s teams of the German champions.
In addition to the technological opportunities, the partnership is particularly attractive to FC Bayern from a financial standpoint. According to information from BILD, Google is paying the record champion more than ten million euros per year.
With this move, FCB is expanding its already extremely lucrative sponsorship revenue by adding another prominent name to the mix.
Google on par with SAP and Coca-Cola
Google is joining the Munich club as a so-called Platinum Partner. This places the tech giant one tier below the four main partners: Telekom, Adidas, Allianz, and Audi.
The group of Platinum Partners already includes companies such as Emirates, SAP, Coca-Cola, Paulaner, EA Sports, and Viessmann. With Google, one of the world’s most valuable companies is now joining the ranks. Its parent company, Alphabet, is currently valued at several trillion euros.
The fact that Google is willing to spend more than ten million euros per year on the partnership also underscores FC Bayern’s economic clout. The partnership will run for three years, through the summer of 2029. This will bring the record-holding champion a total of more than 30 million euros.
However, there are currently no plans for Google to become a shareholder or main partner.
Musiala is set to become one of the faces of the partnership
In addition to traditional sponsorship revenue, the collaboration is also expected to be highly visible in terms of content. According to BILD, Jamal Musiala and Giulia Gwinn are set to serve as the partnership’s main promotional faces.
With Gemini, FC Bayern aims to develop new digital offerings and AI-based content for its fans. Google Pixel will also be used to provide exclusive behind-the-scenes glimpses of Säbener Straße and the Allianz Arena.
“This long-term partnership is a fascinating intersection between soccer culture and technological innovation,” explained Rouven Kasper, Chief Marketing Officer. Together with Google, the club aims to bring the teams closer to the fans through, among other things, “exclusive digital content” and “AI-powered insights.”
Interestingly, although Google Pixel will be the official smartphone partner going forward, Harry Kane, Joshua Kimmich, and the rest of the team won’t have to replace their personal phones. The players are still allowed to use smartphones from other manufacturers.
For FC Bayern, however, another aspect takes center stage. By partnering with Google, the record champion has secured another global corporation as a sponsor—and at the same time increased its sponsorship revenue by more than ten million euros per year.