Miele and FC Bayern: Partnership Extended Through 2029
After six years, Miele and FC Bayern Munich are expanding their partnership in a targeted manner—with new initiatives centered on outdoor cooking and the exclusive premium dinner series «Beyond Taste.».
Miele and FC Bayern Partnership Extended Through the 2028–29 Season
Spreitenbach/Munich, August 19, 2026 – What began in 2020 as a hospitality collaboration has evolved into a multifaceted Miele–FC Bayern partnership featuring brand, product, and culinary experiences. Now, Miele and FC Bayern Munich are extending their collaboration through the 2028–29 season. The expanded partnership focuses on emotional brand experiences, digital content formats, and new activations centered on indoor and outdoor cooking.
«Top-level soccer and fine dining are two things that many people are deeply passionate about. Our partnership with FC Bayern brings these two elements together in an authentic way,» explains Axel Kniehl, Managing Director of Marketing & Sales at the Miele Group. «We want to continue building on this connection in the coming years.»
Six Years of Successful Collaboration
Since its launch in 2020, the two partners have continuously expanded their collaboration. At the heart of this partnership is the Miele Lounge at the Allianz Arena, which has established itself as an exclusive venue for culinary experiences, business events, and gatherings with customers and partners. Campaigns featuring players like Serge Gnabry, the Miele x FC Bayern Duoflex Limited Edition as a co-branded product, and activations at the FC Bayern World on Munich’s Marienplatz have defined the partnership over the past few years.
Rouven Kasper, FC Bayern’s Chief Marketing and Sales Officer, describes the quality of the partnership as follows: «Together with Miele, FC Bayern has been creating unique moments time and again for six years now—moments in which fans can not only see and experience our club, but that are also, in the truest sense of the word, right up their alley.»
Outdoor Cooking as a New Focus Area of the Miele-FC Bayern Partnership
With the new contract term, Miele and FC Bayern are tapping into another area: outdoor cooking. The new Miele product category is intended to open up additional opportunities to emotionally connect the themes of cooking and soccer and to create special experiences. Plans include new event formats on game days as well as campaigns featuring players and FC Bayern legends.
«With new formats centered on indoor and outdoor cooking, we will create even more touchpoints in the future that inspire people and allow them to experience our shared values in an authentic way,» said Axel Kniehl.
«Beyond Taste»: Fine Dining Meets Top-Level Soccer
In addition to Outdoor Cooking, the new premium dinner series «Beyond Taste» exemplifies the continued development of the partnership. It aims to combine world-class cuisine with extraordinary glimpses into the world of FC Bayern that are normally hidden from soccer fans. Each episode takes guests on a tour of select areas of the Allianz Arena—from the player nutrition area to the FC Bayern locker room and right up to the sidelines. Hosts such as top chef Viktoria Fuchs, Miele brand ambassador and two-star chef Alexander Herrmann, and top sommelier Gerhard Retter will guide guests through the evening. The series will premiere in the winter of 2026.
