German incumbent telecom Deutsche Telekom and FC Bayern Munich, the Bundesliga team with ten consecutive titles, have agreed to extend their 20-year partnership until 2027.
The German duo announced that the deal will benefit the telecom operator’s brand popularity while also driving technological innovation in the game, though no specifics were provided. According to the announcement, the deal was prematurely extended, alluding to a successful 20-year partnership.
The partnership’s goal for DT is to “continue to excite fans with new services and offerings,” while the operator will also gain exclusive content to air on its FC Bayern.tv channel on the MagentaTV subscription platforms. There will also be some digital developments related to 5G, but no specifics were provided.
The financial terms of the agreement were not disclosed in the announcement, but Michael Hagspihl, Senior Vice President at Deutsche Telekom, stated that the “extensive media coverage, innovative power, and associated effects mean that [the] partnership is worth several times what [the companies] both put into it.”
“We are delighted that Deutsche Telekom has been a partner of FC Bayern for the past 20 years,” said Oliver Kahn, FC Bayern CEO and former German DFB goalkeeper. “The company represents multi-media innovation, creativity, and a forward-thinking attitude.” We have already written a one-of-a-kind success story. Our goal is to continue setting standards both inside and outside of sports, and we’ve done so yet again by signing this contract extension.”
This is not the first time DT has worked with a football club to gain sponsorship or to showcase its network capabilities. At the 2018 Mobile World Congress in Barcelona, the telecom giant live streamed a video call on its LTE network with then-DFB goalkeeper Manuel Neuer on a flight at 35,000 feet, demonstrating its connectivity for airline passengers across Europe.
In addition, the operator is a regular technological partner for several other German football clubs, and it provides a variety of other sports content on its various streaming services. As such, this announcement is a natural extension of the telco’s relationship with the German football club.
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