Bayern Munich confirm bumper ‘€60m’ a year Audi extension

Bayern Munich confirm bumper ‘€60m’ a year Audi extension
German soccer champions Bayern Munich and car manufacturer Audi have confirmed their much-reported partnership renewal, in a deal said to be worth between €50 million (US$55.6 million) and €60 million (US$66.7 million) per year.

Audi’s current agreement with the Bundesliga club, worth in the region of €40 million (US$44.5 million) per year, as their automotive partner was due to end after the conclusion of the 2024/25 season. This latest renewal extends the tie-up until the end of the 2028/29 campaign.

The two parties initially teamed up in 2002, but the relationship had appeared to be coming to end after 2025 when then Bayern President Uli Hoeness revealed last March that the club had signed a memorandum of understanding with BMW to enter into a ten-year, €800 million (US$890 million) strategic partnership.

Had it been completed, it would have seen the Bavaria-based carmaker buy out Audi’s 8.33 per cent stake in the team, which it secured in 2011 for €90 million (US$100 million). However, talks later collapsed, prompting Bayern to seek damages of between €10 million (US$11.1 million) and €20 million (US$22.3 million) over an alleged ‘breach of trust’ committed by BMW, with the brand reportedly making an ‘unachievable’ demand.

According to the Frankfurter Allgemeine Zeitung (FAZ), BMW may have requested that Bayern prematurely terminate their contract with Audi, rather than wait until 2025.

With Audi now staying on board with Bayern, this latest extension will expand the partnership to include a focus on electrification and innovative marketing. The first activation sees all FC Bayern first-team players receive a fully electronic Audi E-tron car.

The deal also includes the possibility to implement different campaigns and events with other Volkswagen Group brands.

“For FC Bayern, this agreement is an important strategic step into the future,” said Karl-Heinz Rummenigge, Bayern Chief Executive.

“FC Bayern and Audi have now been working together for more than one and a half decades in a way that is trustful, earnest and beneficial to both brands. Now it’s assured that this partnership will continue for almost ten more years.”

Alexander Seitz, Audi Board Member for Finance, China and Legal Affairs added: “Working together with FC Bayern, one of the top clubs in the world with 650 million fans across the globe and 135 million fans in China alone, opens up new, joint marketing opportunities, particularly in China, which is Audi’s most important growth market.”

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