Bayern Munich’s long-standing partnership with Audi could be heading towards a major change, with reports in Germany suggesting that the carmaker is considering ending its sponsorship relationship with the Bundesliga giants.
Although the current agreement runs until 2029, a decision on the future of the partnership could reportedly be made in the summer of 2027. At this stage, a renewal of the deal is said to be increasingly unlikely.
Audi’s relationship with Bayern extends far beyond a traditional sponsorship agreement. The Volkswagen Group-owned car manufacturer also holds an 8.33% stake in Bayern Munich’s commercial arm.
The value of Audi’s sponsorship agreement with the club is estimated at approximately €45 million per year.
Volkswagen reviews its football investments
The potential departure comes as Volkswagen reviews its wider corporate strategy. Under the group’s plans towards 2030, shareholdings and investments in football clubs may no longer be considered a core strategic priority.
Bayern Munich may not be the only club affected by such a shift.
Porsche, another Volkswagen Group brand, owns a 10.4% stake in Bundesliga club VfB Stuttgart, while Audi also maintains links with German third-tier side FC Ingolstadt.
Bayern Munich has not confirmed reports that its partnership with Audi could come to an end. The club has instead reiterated its satisfaction with its long-standing relationship with the car manufacturer.
Could BMW return to the table?
The prospect of Audi’s departure has also reignited speculation over who could become Bayern Munich’s next automotive partner.
BMW previously held discussions with Bayern over a potential partnership in 2019, but the negotiations did not result in an agreement. Bayern subsequently extended its deal with Audi until 2029.
However, should Audi eventually decide to step away, BMW could once again emerge as a potential candidate.
For Bayern Munich, the possible end of the Audi partnership would represent more than the loss of a traditional commercial sponsor. Given Audi’s position as both a sponsor and shareholder, any change could have wider implications for the club’s commercial structure.
If the reported €45 million-per-year agreement is not renewed, Bayern Munich will face the challenge of finding a new partner capable of matching one of the most valuable commercial deals in German football.