The rumor mill is as soon as once more spinning round Germany’s most profitable soccer membership. After greater than 20 years of partnership with Audi, there’s a extremely speculative rumor that FC Bayern Munich may quickly see a brand new badge on its gamers’ firm vehicles — BMW. However whereas the hypothesis is gaining traction, no official transfer has been made, and any potential change remains to be years away.
Audi’s Longstanding Partnership and Doable Exit
Audi has been a companion of FC Bayern Munich for the reason that 2002/03 season and presently holds an 8.33% stake in FC Bayern München AG. The prevailing sponsorship deal runs till 2029, renewed simply 5 years in the past. Nevertheless, stories counsel that Audi, owned by Volkswagen Group, would possibly rethink its long-term involvement. One cause is the monetary pressure of balancing two high-profile sponsorships: its partnership with Bayern and its upcoming entry into System 1 in 2026 — a multi-billion-euro funding that’s set to develop into Audi’s most vital advertising platform.
In line with BILD, Volkswagen reportedly finds it laborious to justify financing each tasks at full scale. With F1 looming massive on the horizon, pulling again from Bayern may release sources for Audi’s racing ambitions.
BMW Ready within the Wings
It’s additionally not shocking that BMW could possibly be all in favour of stepping in — once more. The Munich-based automaker practically sealed a cope with Bayern again in 2019. Each events had already signed a letter of intent earlier than talks collapsed as a consequence of unknown causes. Regardless of that setback, BMW has since established a foothold with the membership’s basketball division. Since 2023, BMW has been the title sponsor of the Bayern basketball crew, with residence video games performed on the newly branded “BMW Park.”
Only a few days in the past, we at BMWBLOG explored this ongoing story in better element, together with BMW’s historic and strategic ties to FC Bayern. You possibly can learn our full legacy evaluation right here: BMW and FC Bayern: A Legacy within the Making.
Trade insiders consider that BMW’s current basketball partnership may pave the best way for enlargement into the soccer division. Such a transfer would doubtless require BMW to amass Audi’s 8.33% stake in FC Bayern München AG, positioning BMW not simply as a sponsor however as a shareholder. We’ve additionally heard up to now {that a} soccer sponsorship with FC Bayern would contain BMW paying a hefty sum.
The shifting sponsorship panorama comes as each BMW and Audi face tighter financial situations. BMW reported a 26.4% drop in web revenue to €2.2 billion within the first quarter of 2025, with income down practically 8% to €33.8 billion. Audi additionally posted declining earnings, incomes €630 million in Q1, a 14% year-over-year lower. So it stays to be seen whether or not BMW can splurge.
Audi’s long-standing partnership with FC Bayern has at all times been a thorn in BMW’s aspect, with its premium rival securing prime visibility in Munich’s yard—however as is usually the case in enterprise, all the things has a value, even pleasure. For now, BMW appears content material having secured partnerships with different soccer giants like AC Milan and Actual Madrid, preserving its international sports activities advertising technique alive and effectively.
[Source: BILD]
