FC Bayern Munich has signed a long-term partnership with Google, naming Gemini as the club’s first Official Consumer AI Partner and Google Pixel as its Official Smartphone Partner from the start of the 2026-27 season.
The agreement covers both Bayern’s men’s and women’s teams, with Google products to be integrated into the club’s digital content, matchday experiences and supporter-facing services.
Gemini to become part of the fan experience
Google’s AI platform Gemini will be positioned as a tool for Bayern Munich supporters before, during and after matches.
Planned applications include information on opponents, tactical analysis, statistics, line-ups and developments during matches.
Bayern said the experiences will be developed in close collaboration with the club and made available both to supporters attending matches at the Allianz Arena and fans following the team remotely.
The partnership places generative AI directly at the heart of Bayern’s fan engagement strategy. For Google, football provides a major platform to demonstrate practical consumer applications for Gemini to a large and highly engaged global audience.
Google Pixel to produce weekly behind-the-scenes content
Google Pixel will take a separate role as Bayern Munich’s Official Smartphone Partner, with the partnership including weekly behind-the-scenes content distributed through Bayern’s official channels and Google Pixel platforms.
The content will cover player arrivals and everyday life at Säbener Straße, activity inside the Allianz Arena, kit launches and exclusive access to both the men’s and women’s teams.
Jamal Musiala and Giulia Gwinn are among the players expected to feature in the content.
Bayern Munich features coming to Pixel devices
Google will also introduce Bayern Munich-themed digital features through Pixel Drops.
Pixel users will have access to free personalised Bayern Munich wallpapers, custom app icons and other club-themed digital features.
The initiative takes the partnership beyond traditional sports sponsorship by bringing Bayern Munich’s brand directly into the everyday smartphone experience of its supporters.
Partnership covers men’s and women’s teams
By covering both Bayern’s men’s and women’s football teams, the agreement gives Google access to a broader range of supporters while creating additional content opportunities throughout the season.
Rouven Kasper, FC Bayern Board Member for Marketing and Sales, said the partnership would combine exclusive digital content with AI-powered information to create new ways for supporters to interact with the club’s teams.
Dr. Anne-Katrin Hübel, Senior Director Marketing at Google DACH, said Gemini and Pixel would help make football experiences more personalised, creative and accessible for Bayern Munich supporters.
The agreement represents a growing trend in sports partnerships, with AI, consumer technology and digital content increasingly being integrated directly into the fan experience rather than remaining traditional sponsorship assets.