The deal will debut today (January 12) when Bayern play TSG Hoffenheim at Munich’s Allianz Arena (Bayern Munich).

Bayern Munich, the German soccer giants, have agreed a multi-year partnership with Austrian crypto company BitPanda.

The deal makes BitPanda the new platinum partner and official crypto trading sponsor of the German champions.

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The deal will debut today (January 12) when Bayern play TSG Hoffenheim at Munich’s Allianz Arena, where BitPanda will be present for all home matches through the duration of the deal.

Jan-Christian Dreesen, chief executive of Bayern Munich: “Like FC Bayern, Bitpanda is the market leader in its field. We want to achieve our goals together in the future.”

Andreas Jung, Bayern's chief marketing officer added: "Bitpanda fits the needs of FC Bayern very well: two strong brands that set standards come together here."

Eric Demuth, chief executive of Bitpanda said: “Bayern Munich and Bitpanda are united by a strong winning mentality and the expectation of themselves to get better every day. For us, these shared values ​​are the perfect basis for a long-term partnership."

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Lukas Enzersberger-Konrad, deputy chief executive of Bitpanda, added: “Bayern Munich are record champions. Bitpanda is the market leader in Europe. Both together in a partnership: That’s a good fit!”

BitPanda has had similar deals with the Italian Rugby Federation (FIR) in 2023, covering the men’s Rugby World Cup, a sponsorship deal with tennis’ Madrid Open in 2022, and a premium sponsorship of the World Padel Tour (WPT) in the same year.

Bayern meanwhile posted record revenue and a “significant” year-on-year increase in profit for the 2022-23 financial year.

The club’s total revenue for the 2022-23 season came in at €854.2 million ($915.1 million), while earnings before taxes more than tripled, rising from €17.1 million to €54.5 million.

Long-time chief marketing officer Andreas Jung discussed Bayern's commercial strategy in a recent interview with GlobalData