German Bundesliga football club Bayern Munich has agreed a deal with Qatar Airways to become its new sleeve sponsor from next season.
The five-year deal runs until the end of the 2022-23 season and names Qatar Airways as a platinum partner of the club.
Qatar Airways operates Doha’s Hamad International Airport, an existing partner of Bayern and the club’s current sleeve sponsor for domestic fixtures. This agreement will now be transferred to Qatar Airways.
Qatar Airways will also replace German airline Lufthansa as a platinum partner. Lufthansa’s partnership with the club expires on June 30.
Financial terms of the Qatar Airways agreement were not disclosed, but the Frankfurter Allgemeine Zeitung newspaper reported that the deal would earn Bayern more than the €10m ($12.3m) per season it receives from its current sleeve sponsor.
Bayern’s marketing director, Andreas Jung, told FAZ: “Qatar Airways is expanding and opening up new destinations in the Asian and American markets. This will help our internationalisation, and we will be able to develop joint strategies here.”
The agreement strengthens Bayern’s ties to Qatar, with the club having travelled to the country for January training camps in recent years.