Soccer plays a key role in Deutsche Telekom’s sponsorship portfolio. Our activities in this area revolve around our partnership with the German Football Association (DFB) and German Bundesliga clubs FC Bayern Munich, 1. FC Köln and Borussia Mönchengladbach. We are also focused on sponsorship initiatives in the social sector, including partnerships for inclusive sports.
"Sports sponsorship is an integral part of our marketing strategy," says Henning Stiegenroth, Senior Vice President, Content & Sponsoring at Deutsche Telekom AG. "And soccer in particular plays a prominent role in our portfolio as a strategic communications tool,” he adds.
FC Bayern München
Deutsche Telekom has been a main partner of FC Bayern Munich since 2002. Our brand can be seen on the club’s jerseys and on advertising boards around the stadium, and the team’s sporting success only boosts our visibility further. A winning partnership in every sense.
We have recently been drawing to a greater extent on our relationship with the club to advocate for respectful online behavior as part of the “No hate speech” campaign.
Videos20 years of FC Bayern Munich & Deutsche Telekom
#NOHATESPEECH with FC Bayern
Deutsche Telekom and FC Bayern together #NOHATESPEECH
1. FC Köln
Our partnership with Cologne’s long-established club began in the 2021/22 season. As its technical partner, we intend to further advance the digitalization process within the world of soccer by working with the club to develop and implement innovative formats and content, as well as infrastructure.
Deutsche Telekom expanded its partnership with 1. FC Köln in July 2023 and is also a main partner to its women’s team. This means that the T logo will also be visible on the German Bundesliga team’s jersey.
VideosTelekom Cup: Mini Movie of 1. FC Köln vs. AC Milan
Optical fibers, not muscle fibers
Borussia Mönchengladbach
Deutsche Telekom has been a Premium Partner to Borussia Mönchengladbach since 2014. This long-established club has been a regular guest at the Telekom Cup, a pre-season tournament played in the summer break. Deutsche Telekom runs a number of promotions in connection with the club, such as fan competitions, on special occasions.
DFB (German football association)
Deutsche Telekom is also present at matches of the German national soccer team in its capacity as Official Partner of the German Football Association (DFB) and its senior national team. All of the 2022 World Cup games were broadcast exclusively on MagentaTV. This was the case for EURO 2024 in Germany too, but this time Deutsche Telekom not only held the TV coverage rights, but also played a key role as network technology supplier and sponsor.
