For the 2021/22 season, Siemens leveraged its FC Bayern partnership through a socially responsible video series called #Overcome. It saw a team of seven celebrity ambassadors share their own stories about the biggest challenges of their lives and how they overcame them. Spanning contemporary social topics to inspire viewers and fans not to give up no matter what challenges they have to #overcome.

A pandemic-linked data initiative from Siemens tracked fan heartbeats during Bayern games to showcase the connection between the club and its fans, while raising money to support local businesses.

Siemens showcased its data and analytics expertise by recording and visualising the fan energy and emotion of matches at Bayern’s Allianz Arena.