The rumor mill is as soon as once more spinning round Germany’s most profitable soccer membership. After greater than twenty years of partnership with Audi, there’s a extremely speculative rumor that FC Bayern Munich might quickly see a brand new badge on its gamers’ firm automobiles — BMW. However whereas the hypothesis is gaining traction, no official transfer has been made, and any potential change continues to be years away.
Audi’s Longstanding Partnership and Attainable Exit
Audi has been a accomplice of FC Bayern Munich for the reason that 2002/03 season and at present 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, reviews recommend 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 Method 1 in 2026 — a multi-billion-euro funding that’s set to change into Audi’s most important advertising platform.
In response to BILD, Volkswagen reportedly finds it arduous to justify financing each initiatives at full scale. With F1 looming massive on the horizon, pulling again from Bayern might unlock assets for Audi’s racing ambitions.
BMW Ready within the Wings
It’s additionally not shocking that BMW may very well be occupied with 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 attributable to 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 group, with residence video games performed on the newly branded “BMW Park.”
Just some days in the past, we at BMWBLOG explored this ongoing story in larger element, together with BMW’s historic and strategic ties to FC Bayern. You may learn our full legacy evaluation right here: BMW and FC Bayern: A Legacy within the Making.
Trade insiders imagine that BMW’s current basketball partnership might pave the way in which for enlargement into the soccer division. Such a transfer would possible 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 prior 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 circumstances. BMW reported a 26.4% drop in internet 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 all the time been a thorn in BMW’s facet, with its premium rival securing prime visibility in Munich’s yard—however as is commonly the case in enterprise, all the pieces has a value, even satisfaction. 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 properly.
[Source: BILD]
