Bayern deepen Miele partnership with expanded matchday focus
Bayern Munich and Miele have extended their commercial partnership until 2029, expanding a six-year relationship with greater emphasis on hospitality, digital content and matchday experiences.
Bayern Munich have extended their Premium Partnership with Miele until the end of the 2028/29 season, broadening a relationship that began in 2020 across hospitality, digital content and culinary activations.The next phase will place greater emphasis on brand experiences at the Allianz Arena and FC Bayern World, alongside content and activations centred on indoor and outdoor cooking.Rouven Kasper, Bayern board member for marketing and sales, said: “For six years now, FC Bayern, together with Miele, has regularly been creating unique moments in which our fans can not only see and feel our club, but which are also, quite literally, completely to their taste. We look forward to further innovative formats at the Allianz Arena or FC Bayern World alongside this partner, which consistently guarantees a truly delightful experience.”The partnership initially focused on hospitality but has since expanded into product collaborations, player-led campaigns and fan-facing experiences.The Miele Lounge at the Allianz Arena has become a central asset within the agreement, serving as a venue for hospitality, culinary experiences, business events and meetings with clients and commercial partners.Bayern and Miele have also developed co-branded products and campaigns featuring players including Serge Gnabry, while FC Bayern World in central Munich has provided another platform for consumer-facing activation.A new element of the renewed agreement is Beyond Taste, a premium dining format combining a cooking experience with behind-the-scenes access to Bayern at the Allianz Arena.Axel Kniehl, Director of Marketing & Sales at Miele Group, said: “Top-level football and cuisine are two things that many people connect with great passion. Our partnership with FC Bayern brings both together in authentic ways. We want to extend this connection further in the coming years.”The extension reflects how long-term sponsorships are increasingly being built around experiences and content rather than relying primarily on traditional brand visibility.Miele gains continued access to Bayern’s stadium, hospitality infrastructure and global audience, while Bayern retain a partner that has progressively increased the range of assets it activates across the club.The agreement will now run until 2029, with both parties planning further activations around matchdays, digital channels and Bayern’s physical commercial spaces in Munich.