FC Bayern Women have signed a new two-year partnership with Munich-based luxury fashion brand MCM, in another sign of the growing commercial appeal of women’s football among premium lifestyle brands.
The partnership brings together two globally recognised brands with shared roots in Munich and reflects the increasingly close relationship between elite women’s football, fashion and consumer culture.
As part of the agreement, FC Bayern Women and MCM will launch a joint collection this autumn, extending the collaboration beyond traditional sponsorship rights and into product and lifestyle.
For MCM, which celebrates its 50th anniversary in 2026, the partnership reinforces the brand’s Munich heritage while expanding its presence in sport. Founded in Munich in 1976, the luxury fashion house is using the collaboration to connect its identity with one of the city’s most prominent sporting institutions.
For FC Bayern Women, the agreement represents another step in the club’s efforts to strengthen its commercial platform and attract partners from premium categories beyond traditional sports sponsorship.
The shared Munich connection is central to the partnership. Both organisations emphasised their common roots, international outlook and ambition for continued growth, while the collaboration brings together football, fashion, travel and lifestyle.
Rouven Kasper, FC Bayern Executive Board Member for Marketing and Sales, said MCM was a natural partner for the women’s team, highlighting the shared focus on performance, development and a modern outlook.
He added that combining elite women’s football with MCM’s design and cultural expertise could further strengthen the profile and commercial potential of the women’s game.
FC Bayern Women Director Bianca Rech said the partnership reflected the growing economic and communication value of women’s football while creating new opportunities to expand the team’s commercial platform.
MCM Chief Brand Officer Dirk Schönberger described football as part of the brand’s identity and said the partnership with FC Bayern Women represented a natural continuation of that relationship, bringing together two institutions connected by shared values and German heritage.
The partnership comes as women’s football continues to attract brands from fashion, luxury and lifestyle categories seeking deeper connections with younger and increasingly global audiences.