Allianz welcomes FC Bayern footballer Harry Kane as global Allianz brand ambassador

A long-standing partner of FC Bayern football club, Allianz announces its partnership with professional footballer Harry Kane, MBE (Member of the Order of the British Empire), who will act as a global Allianz brand ambassador over the next years. Allianz and Kane will jointly work on global marketing activations to inspire the next generation. 

Harry Kane is best known for world-class football, but he is also an active investor and an advocate for mental health. He launched the Harry Kane Foundation (HKF) in October 2022 with the long-term goal of transforming a generation’s thinking about mental health. 

The partnership with Kane underscores Allianz’s dedication to supporting team sports like football, which are as important as ever as societal stabilizer and health promoter for everyone, as well as to driving mental wellbeing initiatives among its staff and financial literacy in wider society.

“It is with great pleasure that we welcome world-renowned athlete Harry Kane to our brand ambassador program. Kane is a role model for many fans globally, particularly in Europe, the United Kingdom and Asia. As a new Allianz ambassador, Kane will help strengthen our brand appeal across all generations in the fan community – from younger, fully-digital fans to footfall-enthusiastic families – and encourage them to engage in sports and their personal finances,” says Bernd Heinemann, heading Group Strategy, Marketing and Distribution at Allianz SE.

With Kane and his family living in Munich, where Allianz is headquartered, since joining FC Bayern München in August 2023, this partnership makes a perfect match: “Allianz is a worldwide brand, and I’m incredibly proud to be their global ambassador. Their commitment to excellence aligns perfectly with my own, and I can’t wait to see what we can achieve together,” Harry Kane adds. 

Harry Kane, a striker at Bundesliga club FC Bayern Munich and captain for the England national team, is a prolific goal scorer with strong link play. He is regarded as one of the best players in the world and one of the best strikers of his generation. He has scored 44 goals at FC Bayern Munich in the 2023/2024 season.

The more than 20 year-long successful partnership with FC Bayern ranges from the naming of the Allianz Arena to supporting the men's, women's and youth teams, as well as activations on digital and social media. In 2023, Allianz announced the extension of its successful partnership with FC Bayern until 2033 and only recently, Allianz became the sleeve sponsor of FC Bayern men’s team leveraging an innovative logo with an embedded QR code through which fans can participate in contests and activities.

The performance of the FC Bayern teams and the interest of millions of fans around the world has significantly contributed to Allianz’s brand awareness & likeability. According to Interbrand, Allianz is the #1 insurance brand globally.