This Day in Sports Business History September 18th

Adidas agrees to buy a stake in FC Bayern Munich (2001)

In 2001, Adidas deepened its long-standing relationship with German powerhouse FC Bayern Munich by acquiring a 10% stake in the club, marking a major move in the growing intersection of global sports and business. The deal, worth roughly $77 million, was not only a financial investment but also a strategic partnership that reinforced Adidas’ position as Bayern’s key kit supplier and commercial ally. This ownership stake solidified the brand’s influence within one of Europe’s most successful football clubs, while providing Bayern with additional capital to strengthen its operations and competitiveness. The move also reflected a broader trend of major sportswear companies securing equity stakes in clubs to tighten commercial ties and ensure brand visibility at the highest levels of international football.