New Deal: FC Bayern Extends Long-Standing Partnership | OneFootball

FC Bayern is committed to continuity off the field. The German record champion has extended its partnership with Coca-Cola ahead of schedule and is further expanding the long-standing partnership.

FC Bayern and Coca-Cola will continue to work together in the future. As the German record champions officially announced, the partnership—which has been in place for more than 50 years—has been extended for another five years. This means the collaboration remains one of the longest-running sponsorship partnerships in international soccer.

For fans at the Allianz Arena, much will remain the same: Coca-Cola will continue to offer a wide selection of non-alcoholic beverages at FC Bayern’s home games. In addition, both partners are planning further joint fan initiatives—for both the men’s and women’s teams.

Another new development is the expansion of the product portfolio. Going forward, “Powerade” will also be part of the partnership. With this move, FC Bayern aims to set new standards, particularly in the area of isotonic and hydration drinks, and to support the athletic performance of its professional teams.

FC Bayern Further Expands Collaboration

Rouven Kasper, FC Bayern’s Executive Director of Marketing & Sales, expressed his delight at the continuation of the partnership: “Long-term and reliable partnerships are right up FC Bayern’s alley—and our unique success story with Coca-Cola has now spanned over 50 years. We are very pleased to continue having this exceptionally loyal, globally renowned, and strong partner by our side and to expand our collaboration.”

Coca-Cola also views the contract extension as a special sign of solidarity. Andreas Laub, CCEP Coca-Cola Europacific Partners, explained: “The partnership with FC Bayern is something very special for Coca-Cola—it stands for continuity, trust, and shared success stories spanning generations. We are very pleased to continue on this path together and to align our collaboration even more closely with the needs of the fans in the future. With our expanded portfolio, particularly in the hydration segment through ‘Powerade,’ we aim to bring new momentum and further enrich the matchday experience.”

The extension underscores the exceptionally close bond between the two partners. For more than five decades, Coca-Cola has been a part of FC Bayern’s home games and, for many fans, has long been an integral part of the stadium experience at the Allianz Arena. With the expansion of this partnership, this success story is now set to continue in the coming years.