Allianz is extending its partnership with FC Bayern München far into the future. As part of a capital increase, Allianz SE is acquiring a share of 8.33 percent of FC Bayern München AG for 110 million euros.
FC Bayern München AG intends to use the capital from the Allianz SE investment for the repayment of debts and for the constitution of a youth football center of excellence. The naming rights, including an option, for the FC Bayern München stadium, the Allianz Arena, have been secured long-term until 2041.
The partnership between Allianz and FC Bayern München, which has existed since 2000 and become widely visible since the opening of the Allianz Arena in 2005, will be intensified and extended as a result of this equity investment. The Allianz Arena is already the single most successful marketing measure taken by Allianz. It creates national and international brand awareness and good will. Since 2005 more than 23 million people have visited the arena. Worldwide the arena regularly reaches 750 million sports fans in 204 countries. With 3.2 million visitors every year, the Allianz Arena has more than twice the number of visitors than Neuschwanstein Castle with approximately 1.4 million visitors and has meanwhile come to be the most frequently visited attraction in Bavaria.
As part of the shareholding, a number of individual measures have also been agreed. Thus the presence of Allianz in the arena and in FC Bayern München's brand identity will be strengthened. Moreover, tailor-made insurance products will be developed for fans and offered via the website of FC Bayern München. Finally, Allianz will provide new services in the stadium to increase its attractiveness for visitors and families in particular.
Allianz has meanwhile extended this success concept internationally to a further four stadium cooperations: Allianz Park in London, Allianz Riviera in Nice, Allianz Stadium in Sydney and Allianz Parque in São Paulo (summer of 2014).