The new six-year agreement is an early renewal of the existing deal, which had been due to run until 2017, and extends a partnership first established in 2002.
As part of the deal, Deutsche Telekom remains the main and shirt sponsor of the Bundesliga champions and its branding will continue to feature on the front of the team’s playing shirts.
According to Sponsors.de, the previous contract between the two parties, signed in 2012, saw a 20% increase in the sponsorship fee, taking the value of the deal to an estimated €30 million (US$33 million) per year.
A core element of the new partnership is the ‘StadiumVision’ project, which has been launched ahead of the new Bundesliga season and, according to the club, means the Allianz Arena is now ‘the most modern multimedia stadium in the world’.
Over the past nine months, Deutsche Telekom has installed around 115 km of fibre optic cable and some 940 Wi-Fi antennas throughout the 71,000-capacity stadium. To coincide with the launch of the new network, Deutsche Telekom has also created a new smartphone and tablet app providing users with up-to-the-minute data, instant replays and different camera angles. [Source: Soccerex]
Deutsche Telekom has also taken over the entire IT operation at the Allianz Arena, according to Bayern.