Allianz extends partnership with FC Bayern and launches financial coaching offer for female athletes


Allianz has enjoyed a trustworthy partnership with FC Bayern for more than 20 years. It encompasses, extending from the naming of the Allianz Arena,  to the men's, women's and youth teams, and increasingly covers into digital and social media. The performance of the teams on the pitch and the interest of fans around the world has significantly contributed to the Allianz’ rise to #1 insurance brand globally adding emotion and sympathy. Allianz will extend this partnership with the German record champion for a further ten years from the 23/24 season until 2033. To coincide with this the company is launching a new financial coaching service called "Ready Coach," designed to give young professional female athletes greater financial literacy and confidence in financial dealings. 

Allianz has long supported young generations, for example through the Move Now programme, which includes an annual youth camp with FC Bayern. The annual Allianz FC Bayern Team Presentation also allows fans to get even closer to their footballing heroes and idols. 

"By continuing our partnership between Allianz and FC Bayern, we are enabling fans to continue to enjoy the unique atmosphere and special experiences at the Allianz Arena," said Christian Deuringer, Head of Global Brand Management at Allianz SE. 

Andreas Jung, FC Bayern's Executive Board Member for Marketing commented: "Allianz is an internationally active Munich-based company that people around the world associate with FC Bayern's stadium. In the future, we will work together to drive forward the expansion of the partnership with our women's team, implement projects to promote young talent, and more."

To strengthen the abilities of young professional female athletes when it comes to financial transactions, Allianz is introducing the first personalised and free financial coaching for ambitious female athletes aged 18 to 22. The coaching sessions can be booked online at The FC Bayern women’s team will be among the many football teams to benefit from the financial coaching and will receive permanent access to a personal financial coach. Later, there are also plans to extend the service to other sports and professions.

Daniela Bauer, Head of Global Partnerships said: "Financial coaching is just as important as fitness coaching when it comes to a career path in professional sports. From the early days to signing a contract right through to long-term career planning, financial knowledge is a crucial building block for getting ahead in the game and turning your passion into a career." 

According to a recent survey by Allianz, financial barriers are still the main reason why women do not pursue their dream job. For example, 59 percent of 6,000 working women surveyed in Germany, the UK and the US said that their current job is not what they dreamed of. As many as 77 percent don't feel fulfilled in their current job. And more than half (51%) of the women surveyed said they never had the courage to follow their passions when they were younger. However, 64 percent believe they would be making more money now if they had followed their dreams.

The financial situation also has a major influence on athletic ambitions: 27 percent  of the women surveyed said they would have liked to become a professional athlete. However, 41 percent of respondents felt that female athletes are held back because they do not earn as much as their male colleagues.

The Allianz Group is one of the world's leading insurers and asset managers with around 125 million* private and corporate customers in nearly 70 countries. Allianz customers benefit from a broad range of personal and corporate insurance services, ranging from property, life and health insurance to assistance services to credit insurance and global business insurance. Allianz is one of the world’s largest investors, managing around 746 billion euros** on behalf of its insurance customers. Furthermore, our asset managers PIMCO and Allianz Global Investors manage about 1.8 trillion euros** of third-party assets. Thanks to our systematic integration of ecological and social criteria in our business processes and investment decisions, we are among the leaders in the insurance industry in the Dow Jones Sustainability Index. In 2023, over 157,000 employees achieved total business volume of 161.7 billion euros and an operating profit of 14.7 billion euros for the group.
* Including non-consolidated entities with Allianz customers.
** As of March 31, 2024.

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Florian Amberg
Allianz SE
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