Bayern Munich's Latest Corporate Partnership Is Based In Greed

Already established as one of the biggest clubs in the world, Bayern Munich confirmed a partnership with Hamad International Airport (HIA) in Qatar. Chairman Karl-Heinz Rummenigge called the partnership a piece of the team’s “internationalization strategy.” The move means Bayern will be making a bigger connection with Qatar, a country that is known for violation of human rights and modern day slavery. The only possible explanation for the new partnership is greed.

Bayern are perennially a contender in the Champions League and the odds-on favorite to win the Bundesliga. They opened up a New York office last year and have made connections in the United States. Coke Zero and Starwood Preferred are among the numerous classic partners. The next level up, platinum partners, is where HIA falls along with DHL, Goodyear, SAP and others. The four main sponsors of Bayern are Allianz, Adidas, Telekom and Audi, which also has Qatari investors. Obviously, this team has plenty of sponsorship dollars.

In fact, the news of the partnership was released on the day the Bundesliga released its annual financial report with a Bayern player on the cover. The league reported record revenues, and Bayern always play a big role in the bottom line of the top tier of German fuβball.

The airport is operated by Qatar Airways, which is run by the Qatari government. The deal, worth “millions of euros,” was completed after Bayern finished their sixth consecutive winter training in the country. The team says they are not making a political statement, but it is hard to separate from horrible conditions that have led to many deaths of migrant workers when you create partnerships and feed the economy by training there.

Rummenigge said that part of the partnership is to create social projects and have a discussion on serious political issues. That only happens when the money talks. Given that it took $17 billion to build the airport, there is plenty of money on the line. However, the team did not have to chose HIA or even an airport. While HIA is among the top 10 busiest airports in the world there are other options, including in the U.S.

What benefit does Bayern get for showing the HIA logo on advertising boards in the stadium other than money? They have enough of a reach and large enough exposure that there is no reason to dive into Qatar for money. Each year more fans become members of the club and they will be receiving revenue from the new television contract in the U.S.

Rummenigge and other officials can say what they want about this partnership with HIA. In the end, it all comes down to the bottom line.