Bayern Munich and Allianz combination is here to stay

Staff Writer
Allianz Arena
Image credit: uslatar / Shutterstock.com

FC Bayern and Allianz are continuing their long-term partnership for at least the next decade, having agreed to a deal that lasts until 2033.

The Munich-based insurance company is well known to football fans, as a staple of Bayern’s sponsors since 2000, with them regarded for their naming rights for Allianz Arena and presence on the women’s team shirt.

Not only has Allianz sponsored FC Bayern’s home venue since 2005, but they are positively influencing the promotion of young footballers and the backing of the women’s program where they are offering an individual and free financial coaching course.

Oliver Kahn, FC Bayern CEO, said via press release:

“FC Bayern places great value on reliable, continual partnerships. We’re therefore very happy to continue our cooperation with Allianz. We can look back on a joint success story of over 20 years, to which we want to add more chapters with new and innovative ideas.”

Andreas Jung, FC Bayern board member for marketing, added via press release:

“Allianz is a Munich company that operates globally, and that people around the world associate with the FC Bayern stadium. In the future we will press ahead with the expansion of the partnership with our women’s team and implement projects in youth development, among other things.”

Christian Deuringer, Head of Global Brand & Marketing at Allianz SE, said as per statement:

“FC Bayern and Allianz have enjoyed a successful and trustful partnership for over 20 years, which has grown from the naming of the Allianz Arena to the men’s, women’s and youth teams and increasingly into the digital and social media spheres. Thanks to FC Bayern’s huge reach and inspiring content, we reach many millions of fans around the world.”

As a Bundesliga powerhouse, FC Bayern can attribute their long-running success to a partnership such as this with Allianz, which is only set to become even better.

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Football NSW 2025 Registrations Surge as Season Approaches

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Image credit: Football NSW website

Football NSW community registrations have rocketed beyond the 200,000 marks, keeping pace to eclipse the record numbers set in 2024, as the code’s popularity continues to boom across the state.

Australia’s most populous state has been breaking records the last couple years with rising participation numbers. This year continues to solidify that trend.

Junior participation is leading the charge with more than 115,000 children aged 5-12 already signed up with local clubs as the winter football season draws near.

This sustained growth follows an exceptional 2024 season that witnessed a 9% increase in overall player registrations, with female participation skyrocketing by an impressive 17%.

Football NSW CEO John Tsatsimas was particularly proud with the increased junior and female representation.

“It’s pleasing to see the healthy number of juniors registering for the upcoming community football season,” Tsatsimas commented via official Football NSW Press release.

“It’s equally great to once again see female participation at the forefront of our growth.

“Our club volunteers and Associations have done a tremendous job in overseeing registrations within their local communities and we’re looking forward to seeing the new season get underway in April.”

Not just grassroots football in NSW, but nationwide, football participation has seen huge growth in youth and female participation.

A strong NSW football environment at the forefront of this surge is key to maintaining and cultivating participation.

Though with every increase in participating numbers, the community-based clubs bear the brunt of more demand.

Now more than ever, associations and clubs need sufficient support from the state Football federation if they want to continue these exciting results.

Though time will tell how much of an increase in players there will be, the report is promising.

How to maintain the players and bring more into the footballing community in the coming years will be the next big questions for all levels of football in the state and in the country.

Liverpool FC and Adidas Reignite Partnership

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Image Credit: Liverpool FC website

Liverpool FC and Adidas have announced a new multi-year partnership, agreeing to the return as the club’s official kit supplier from August 1, 2025.

This renewed collaboration with Adidas will see the iconic brand supply match kits, training gear, and culture wear for the club’s men’s, women’s, and academy teams, as well as LFC Foundation staff.

This alliance marks the revival of a storied relationship, with Adidas having previously provided kits during some of the Reds’ most successful eras.

Liverpool CEO Billy Hogan commented on the importance of this partnership and what it means for the club.

“Everyone at the club is incredibly excited to welcome adidas back into the LFC family. We have enjoyed fantastic success together in the past and created some of the most iconic LFC kits of all time,” he said via press release.

“Adidas and Liverpool share an ambition of success and we couldn’t be more excited to partner together again as we look forward to creating more incredible kits to help drive on-pitch performance. We’d like to thank Nike for their support over the last five years and wish them well for the future.”

The initial collaboration from 1985 to 1996 saw Liverpool secure multiple domestic league titles and FA Cup victories, while the subsequent partnership from 2006 to 2012 delivered further silverware, cementing adidas as a fan-favourite kit provider.

Adidas CEO Bjørn Gulden expressed his excitement for the returning collaboration.

“We are extremely excited that adidas and Liverpool Football Club are teaming up once again. The club is one of the biggest and most iconic names in world football with a huge fan base,” he said via press release.

“The jerseys worn during previous partnerships are some of the greatest ever created.”

With the three stripes returning to Anfield, excitement is building ahead of the unveiling of Liverpool’s new home and away kits.

The designs will be officially revealed through Liverpool FC and adidas channels, with fans able to purchase the fresh range from the start of August.

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