Cannes-Do Festival Banner
Sponsorship

Apple moves into sports sponsorship with FC Bayern Munich partnership

Author

By Tony Connelly | Sports Marketing Reporter

January 31, 2017 | 3 min read

German football club Bayern Munich have signed an exclusive partnership with Apple Music as music streaming service steps up its push into sports marketing.

The deal will see Bayern players and staff curate playlists and generate unique content for Apple Music such as football-related videos and interviews.

The deal with FC Bayern Munich is Apple's first with a sports team

The deal with FC Bayern Munich is Apple's first with a sports team

It builds on previous ties with company through the club’s partnership with Apple-owned Beats by Dre, who will continue to be Bayern Munich’s official sound partner.

The deal marks the first time that Apple have partnered with a professional sports property, however its rivals such as Spotify and Deezer already have investments in sponsorships with football teams.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Spotify have an agreement with fellow German club Borussia Mönchengladbach in a deal which sees the club create official playlists, integrate Spotify into their website and collaborate over joint marketing campaigns.

It is Deezer however, which has been the most active in agreeing high-profile partnerships with top European football clubs. The music streaming service recently announced a deal with Manchester United in an effort to speak more directly to consumers and tap into what the French company believes is a natural affinity between football and music.

Deezer quickly followed this up by signing FC Barcelona in a similar deal to that with United.

Sponsorship

More from Sponsorship

View all

Trending

Industry insights

View all
Add your own content +