January 17 – FC Bayern Munich have agreed a multi-year partnership with Bitpanda which will see the financial technology company become the record German champions’ new Platinum Partner and official crypto trading partner for the first time.
Bayern’s existing platinum partnerships include Allianz (stadium sponsor), Konami and Visit Rwanda among others.
The partnership launched at Bayern’s home game against Hoffenheim on January 12 with branding at the Allianz Arena.
Jan-Christian Dreesen, FC Bayern CEO: “Bitpanda stands for quality and a long-term perspective. Like FC Bayern, Bitpanda is also the market leader in its field. We want to achieve our goals together in the future.”
Andreas Jung, FC Bayern board member for marketing: “Bitpanda fits in very well with FC Bayern’s aspirations. Two strong brands that set standards are coming together here.”
Cryptocurrency sponsorships are starting to make a football sponsorship recovery. Bayern’s deal follows Borussia Dortmund, who announced Coinbase as its premium partner last year.
Bitpanda has had sports partnership with the Italian Rugby Federation in 2023, the Madrid Open (tennis) in 2022, and establishing a premium sponsorship of the World Padel Tour, also in 2022.
Eric Demuth, Bitpanda CEO, said: “Bayern Munich and Bitpanda are united by a strong winning mentality and the desire to improve every day. For us, these shared values are the perfect basis for a long-term partnership.”
Bayern Munich host Werder Bremen on Sunday in a must-win match if they are to keep the pressure on Bundesliga high-fliers Bayer Leverkusen, who currently have a four-point lead on last year’s champions.
Contact the writer of this story, Harry Ewing, at firstname.lastname@example.org