FC Bayern Munich has launched a new fan-led innovation programme focused on exploring how artificial intelligence could be used across the club’s digital services, stadium operations and commercial activities.
Developed with Google Gemini and UnternehmerTUM, FC Bayern Fan AI-DEATION invites supporters to submit ideas for AI applications across five areas: digital fan experience, content and storytelling, stadium experience, merchandising and ticketing.
Applications are open until November 16, 2026, with fans able to participate individually or in teams of up to three people. Applicants do not need to have developed a working product, with both early-stage concepts and prototypes eligible for submission.
Selected participants will have the opportunity to develop their ideas with experts from FC Bayern and Google. The programme will culminate in a co-creation event at the Allianz Arena in February 2027.
Five areas of focus
The digital fan experience category covers potential improvements to the club’s mobile app, email communications and online communities, including more personalised ways for supporters to interact with FC Bayern.
The content and storytelling category focuses on AI-supported content formats, personalised communication and new approaches to digital storytelling.
For the stadium experience, Bayern is seeking ideas involving second-screen applications, digital services and operational improvements at the Allianz Arena.
The merchandising category includes personalised products, inventory planning and the integration of physical and digital retail channels, while the ticketing category focuses on purchasing, customer journeys and stadium occupancy management.
The club will also consider proposals outside these five categories if they demonstrate a relevant application for FC Bayern.
Submissions will be assessed based on their relevance to the club and its supporters, innovation, feasibility, potential benefits and presentation quality.
Google Gemini supports the development process
The programme builds on FC Bayern’s existing relationship with Google, which serves as the club’s Official Consumer AI Partner.
Google Gemini will be available to participants during the development process, helping them structure, describe and visualise their ideas without requiring programming experience.
Shortlisted applicants will subsequently present their concepts to FC Bayern and Google experts, with finalists receiving further support as they prepare for the final stage.
The programme also gives Google an opportunity to demonstrate consumer AI applications within a professional football environment, while Bayern gains access to ideas generated directly by its supporter community.
The initiative is part of the club’s commercial partnership with Google and is explicitly presented as a paid advertising partnership.
Final event set for Allianz Arena
Entrepreneurship and innovation centre UnternehmerTUM is also supporting the initiative, adding a link to Munich’s technology and startup ecosystem.
Following the initial submission and selection stages, shortlisted participants will take part in digital pitches before the finalists are invited to Munich for the final co-creation event.
The February 2027 event will be held around Bayern’s Bundesliga fixture on the 20th matchday. Finalists will attend the match before working alongside club employees and other experts to refine their concepts and prepare their final presentations.
FC Bayern will cover travel and accommodation costs for invited participants, who will also receive an FC Bayern shirt.
The winning individual or team will receive VIP tickets for a Bayern Champions League home match, accommodation, an exclusive Allianz Arena tour and a Google Pixel 11 smartphone for each eligible winner.
Following the competition, FC Bayern plans to assess the winning proposal for potential implementation.