Maximilian Viessmann, head of Viessmann Generations Group, has invested €250mn in Bayern Munich, acquiring a 6.7 per cent stake. He described the move as a strategic investment focused on long-term value and a “return on life” as a supporter, rather than seeking quick financial gains. The deal values the club at €3.7bn, nearly triple the valuation when Allianz bought its stake in 2014. Viessmann joins Adidas, Audi, and Allianz as corporate investors, bringing the total outside ownership to the maximum 30 per cent allowed under the club’s constitution. The remaining equity is held by 450,000 members.
Bayern Munich, ranked third richest club globally by Deloitte, benefits from strong commercial income, including sponsorship deals with Allianz and Deutsche Telekom. This financial strength enables the club to compete at the highest European level and attract stars like Harry Kane and Michael Olise. However, German football’s strict ownership rules—requiring at least 50 per cent of voting rights to remain with members—have limited private equity involvement. Recent attempts to sell league-level stakes failed due to fan protests, and the Bundesliga is now exploring alternative financing models.
Viessmann emphasized that the investment is “evergreen,” with no plans to sell. The deal underscores a growing trend of wealthy families viewing football clubs as cultural assets, not just financial instruments. Critics argue the 50-plus-one rule places German clubs at a disadvantage compared to internationally owned rivals, but supporters value the model for keeping ticket prices affordable and maintaining fan engagement.
Source: Financial Times Companies · Summarized by HeadlinesBriefing