FC Bayern Munich have reinforced one of the most enduring commercial relationships in world football by extending their partnership with Coca-Cola for another five years, ensuring the global beverage company remains a key sponsor of the Bundesliga champions through 2031. The renewal builds on a collaboration that began in 1968, taking the partnership beyond the 50-year milestone and underlining the value both organisations place on long-term brand alignment and fan engagement.
The renewed agreement will see Coca-Cola continue as FC Bayern’s official provider of non-alcoholic beverages at the Allianz Arena, supplying products across matchdays and club events. The partnership will also expand with the integration of Powerade, Coca-Cola’s sports hydration brand, reflecting a broader focus on athlete performance, recovery and supporter experiences. In addition, the two organisations will continue to roll out fan engagement initiatives involving both FC Bayern’s men’s and women’s teams.
The addition of Powerade represents a strategic evolution of the sponsorship, moving the collaboration beyond traditional beverage rights into the growing sports nutrition and hydration category. The enhanced portfolio is expected to support the club’s professional teams while creating new commercial and experiential opportunities for fans on matchdays.
Commenting on the extension, Rouven Kasper, FC Bayern Board Member for Marketing & Sales, said, “Long-term and reliable partnerships are very much to FC Bayern’s liking – and with Coca-Cola, we share a success story that now goes back over 50 years. We are delighted to still have this extremely loyal, world-renowned and strong partner by our side and to expand our cooperation.”
Andreas Laub, Coca-Cola Europacific Partnerships (CCEP), added, “The partnership with FC Bayern is very special to Coca-Cola. It represents continuity, trust and shared success stories spanning generations. We are very excited to continue on this journey together and to focus our collaboration even more closely on the needs of the fans in the future. With our expanded portfolio, particularly in the hydration area through Powerade, we aim to bring fresh impetus and further enrich the matchday experience.”
The announcement comes during an active commercial period for FC Bayern, which have recently strengthened their sponsorship portfolio through new agreements with cryptocurrency investment platform Bitpanda and German real estate company ERL Immobiliengruppe, reflecting the club’s continued success in attracting premium global and regional partners.
For Coca-Cola, the extension further reinforces its expansive global sports marketing strategy. Over the past year, the company has expanded its presence through partnerships spanning the Rugby World Cup 2027, Football Australia, the 2026 Commonwealth Games, the Indian Women’s U-17 National Football Team, and UEFA for EURO 2028, demonstrating its continued investment across football and other major international sporting properties.
The renewed agreement underscores FC Bayern’s strategy of retaining long-standing commercial partners while evolving sponsorships to deliver greater value beyond traditional branding. By combining beverage rights, performance hydration through Powerade, and enhanced fan activations across both its men’s and women’s teams, the German champions continue to strengthen one of football’s most established and commercially successful corporate partnerships.
