FC Bayern Munich have extended their partnership with premium appliance manufacturer Miele through the end of the 2028-29 season, continuing a commercial relationship that has evolved significantly since it was first established in 2020.
Miele will remain a premium partner of the Bundesliga champions, with the renewed agreement placing greater emphasis on culinary experiences, hospitality, digital content and product-focused activations.
A central element of the partnership will continue to be the Miele Lounge at the Allianz Arena, which provides a platform for culinary experiences, customer engagement and hospitality events. The collaboration will also extend to FC Bayern World in Munich, allowing Miele to engage supporters and consumers beyond the club’s matchday environment.
The next phase will introduce new experiential formats, including “Beyond Taste”, a premium culinary concept scheduled to launch in winter 2026. The experience will combine high-end gastronomy with exclusive access to areas of the Allianz Arena, bringing together football, hospitality and Miele’s premium positioning.
Rouven Kasper, FC 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.”
Axel Kniehl, Director of Marketing & Sales at Miele Group, added, “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 renewed agreement will also expand the role of indoor and outdoor cooking, supported by matchday activations, digital content and appearances involving Bayern players and club legends. The companies have already trialled an outdoor cooking concept at Bayern’s training ground.
The partnership has previously extended into product integration, including the Miele x FC Bayern Duoflex Limited Edition cordless vacuum cleaner, while its international activation footprint has included markets such as Germany, China, Brazil, Mexico and the United States.
The extension comes as Bayern continues to strengthen its commercial portfolio, following recent partnerships involving LONGi, LEDVANCE, Coca-Cola, Bitpanda and ERL Immobiliengruppe.
The Miele renewal underlines the growing shift towards partnerships built around experiences, content and consumer engagement, rather than traditional brand visibility alone. For Miele, Bayern provides a global premium platform, while the club gains a partner capable of integrating culinary and lifestyle experiences into its wider fan ecosystem.
