FC Bayern faces the loss of one of its most important business partners in the medium term. The Volkswagen Group is apparently considering a comprehensive withdrawal from its involvement in professional soccer. This would also directly affect the German record champion through its subsidiary Audi.
As reported by BILD, the VW supervisory board has agreed on a plan designed to put the struggling automotive group on a sound financial footing for the future. Particularly controversial is point 10.9 of the resolution. It states: “Investments in soccer clubs are, in principle, not part of the target model for 2030.”
The potential consequences would be enormous. Through Audi, the Volkswagen Group holds an 8.33 percent stake in FC Bayern München AG. In addition, Porsche owns 10.4 percent of VfB Stuttgart, and Audi owns 19.9 percent of FC Ingolstadt. A withdrawal from VfL Wolfsburg—which is a wholly owned subsidiary of Volkswagen AG—would be particularly drastic.
Audi contract brings in more than 50 million euros per year
At FC Bayern, however, it’s not just about Audi’s stake. The automaker has been one of the record champion’s most important sponsors for many years.
The Munich-based club had extended its partnership with Audi four years early, through 2029. At the same time, the financial terms of the partnership were significantly increased. Instead of the previous amount of around 30 million euros, Audi is now estimated to pay FC Bayern more than 50 million euros per year.
Should the Volkswagen Group actually follow through with its planned course of action, this partnership could end after 2029. According to BILD, it is currently expected that the sponsorship contract will not be extended again. A preliminary decision on how to proceed is expected as early as next summer.
For Bayern, an end to the partnership after 2029 would have significant financial implications. With an annual sponsorship amount of more than 50 million euros, the club would have to find a new source for one of its largest sponsorship revenues.
It is also currently unclear exactly how Audi’s 8.33 percent stake in FC Bayern München AG might be handled. However, the decision by the VW Supervisory Board suggests that investments in soccer clubs are no longer intended to be part of the group’s desired business model in the long term.
Bayern emphasizes its satisfaction with Audi
FC Bayern is taking a wait-and-see approach in light of current developments. In response to a query from BILD, the record champion stated that it is very satisfied with its long-standing partnership with Audi.
In the short term, nothing will change for the Munich club anyway. The existing sponsorship agreement runs through 2029. Nor has a final decision been made yet regarding the future of the partnership.
Nevertheless, it could become clear as early as next summer whether one of FC Bayern’s most long-standing partnerships is coming to an end. Audi is not only a sponsor but has also been a shareholder in the club for many years.
Should Volkswagen proceed with its withdrawal from soccer as planned, Bayern would therefore have to address two important questions at once: What will happen to Audi’s 8.33 percent stake—and who could take over the automaker’s multi-million-euro sponsorship role starting in 2029?
For now, Audi remains on board. However, following VW’s latest plans, the prospects for a continuation beyond 2029 appear significantly bleaker.