What Allianz Arena does

Allianz Arena is a privately held multi-purpose football stadium in Munich-Fröttmaning, Germany, operated by Allianz Arena München Stadion GmbH (HRB Nr. 140 716) under Managing Director Jürgen Muth. The venue opened in 2005 as the home ground of FC Bayern München AG, which is also its strategic parent and partial owner, and has a maximum seating capacity of 75,000, including 106 skyboxes accommodating 1,371 VIP guests, 324 wheelchair seats, and approximately 11,000 parking spaces across multi-level car parks. The arena's illuminated façade, which changes color based on the home team (red for FC Bayern, blue for TSV 1860 Munich, white for Germany national team), establishes it as an iconic Munich landmark.

The business operates a diversified multi-revenue-stream platform: (1) matchday revenue from FC Bayern's Bundesliga, Champions League, and DFB-Pokal home games plus national team fixtures; (2) concert and event ticketing (summer 2026 alone attracted 503,000 visitors across 9 shows featuring Linkin Park, Foo Fighters, The Weeknd, BTS, and Helene Fischer); (3) stadium tours and Germany's largest club museum (€6-25 per ticket); (4) corporate event venue rental managed by hospitality partner DO & CO (10-2,000 guests); (5) catering across Paulaner Fantreff outlets, Arena Bistro, Café Rot Weiß, and kiosks; (6) parking services (€12-25 per vehicle) with automated license plate recognition; (7) FC Bayern Store retail (~1,000 sqm on Level 3); and (8) hospitality season tickets and premium matchday packages. Technology infrastructure includes the official Allianz Arena mobile app for iOS and Android (mobile ticketing, parking permits, digital wallet), live indoor/outdoor/roof webcams, a 3D virtual arena tour, and Cisco networking backbone. Strategic partnerships include Allianz (naming rights), DO & CO (exclusive hospitality/catering), FC Bayern München AG (primary tenant/parent), Cisco (technology), Paulaner (beer), Coca-Cola (soft drinks), and Veuve Clicquot (champagne).

The go-to-market is event-driven and direct-to-consumer, with tickets sold via the official website, FC Bayern app, ticket hotline (+49(0)89 / 69931-333), on-site box offices, and third-party platforms (Ticketmaster, Eventim) for concerts. Distribution is global for digital channels (9-language website) and digital-first for parking/ticketing, with on-site box offices for walk-up sales. The arena serves diverse customer segments including FC Bayern supporters, concert-goers, corporate event organizers, tourists/stadium enthusiasts, and American football fans. The entity holds nine-figure liquid asset reserves accessible to FC Bayern for major player transfers, signaling its function as both operational venue and strategic financial vehicle for the parent club.

Name

Allianz Arena

Legal name

Allianz Arena München Stadion GmbH

Website

https://allianz-arena.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Allianz Arena is a privately held 75,000-seat multi-purpose stadium in Munich operating as FC Bayern Munich's home ground, generating revenue from football matches, concerts, tours, Germany's largest club museum, corporate events, parking, and merchandise through the Allianz Arena München Stadion GmbH entity.

Ownership category

akta.pro rank

Product category

Sports & Entertainment Venue Operations

NAICS

Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

akta.pro primary industry

Professional & Major League Stadiums (MPAKAEAA)

akta.pro secondary industries

Sports Venue Operations for Live Games (Stadiums/Arenas) (MPAGAMAG), Venue & Facility Sponsorship (Naming Rights, Venue Partners) (MPAKALAC), Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)

Keywords

• Stadium operations
• Event venue management
• Hospitality services
• Sports entertainment
• Stadium tours

Headquarters

HQ city

Munich

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Match Tickets and Hospitality: Revenue from FC Bayern home matches, national team games, and international friendlies. Includes premium seating (75,000 capacity), 106 skyboxes (1,371 guests), business clubs, and matchday hospitality experiences.
2. Concert and Event Ticketing: Revenue from hosting major concerts and events. Summer 2026 featured 503,000 concertgoers across multiple international artists including BTS, Linkin Park, Foo Fighters, and The Weeknd.
3. Arena Tours and Museum Entry: Stadium tours, FC Bayern Museum visits, VIP tours, and combination packages. FC Bayern Museum is Germany's largest club museum. Pricing ranges from €6-25 per person depending on tour type.
4. Event Venue Rental: Corporate events, conferences, product presentations, and private celebrations hosted in the arena's various rooms (capacity 10-2,000 people) managed by hospitality partner DO & CO.
5. Catering and Hospitality: Food and beverage sales through Paulaner Fantreff North/South, Arena Bistro, Café Rot Weiß, and multiple kiosks. Catering partner is DO & CO.
6. Parking Services: Matchday and event parking revenue through license plate recognition system. Parking fees range from €12-25 depending on vehicle type and booking timing.
7. Merchandise Sales: FC Bayern Store on Level 3 (1,000 square metres) offering official merchandise including kits, accessories, and memorabilia. Also available via online store.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels7 records

Core offering

The Allianz Arena operates a 75,000-seat multi-purpose football stadium in Munich as the home of FC Bayern Munich, hosting Bundesliga, Champions League, DFB-Pokal, and Germany national team matches. It generates revenue through guided stadium tours, the FC Bayern Museum (Germany's largest club museum), 106 premium skyboxes, catering outlets (Paulaner Fantreff, Arena Bistro, Café Rot Weiß), the FC Bayern Store merchandise retail, multi-level parking with license plate recognition, corporate event venue rental managed by DO & CO, and concert/NFL event hosting.

Product overview

The Allianz Arena is a multi-purpose stadium in Munich, Germany, primarily serving as the home of FC Bayern Munich. The venue operates a platform-plus-services model offering stadium experiences, retail, hospitality, and events. Core offerings include guided stadium tours (FC Bayern Museum + Arena Tour, VIP Tour, Disabled Tour, Arena View), the FC Bayern Museum (Germany's largest club museum), FC Bayern Store retail, catering through Paulaner Fantreff outlets and kiosks, premium hospitality (Skyboxes, Business Club), and event venue rental for corporate functions. Digital services include the official Allianz Arena App (mobile ticketing, parking permits), live webcams, and a 3D virtual tour. The stadium accommodates 75,000 spectators for football matches with 106 skyboxes hosting 1,371 VIP guests.

Differentiator

Problem solved

Functional benefit

Products and services

• FC Bayern Museum + Arena Tour
• FC Bayern Museum
• FC Bayern Museum + Arena View
• VIP Tour
• Disabled Tour
• FC Bayern Store
• Skyboxes
• Event Venue Rental
• Parking Services
• Matchday Hospitality
• Hospitality Season Tickets
• Allianz Arena App

Quantifiable outcome

• 503,000 concertgoers in summer 2026 alone demonstrates the venue's capacity to host record-breaking music events
• +2 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Five partnerships are on record, tiered core and minor.

• DO & COcoreStrategic or Co-development PartnerExclusive hospitality and events partner for the Allianz Arena. DO & CO manages all catering operations (Paulaner Fantreff, Arena Bistro, kiosks) and provides event organization services for corporate events, conferences, and private celebrations. Rooms available for 10-2,000 people.
• FC Bayern München AGcoreStrategic or Co-development PartnerPrimary tenant and managing partner. FC Bayern Munich uses the Allianz Arena as their home stadium for all home matches. The club operates the FC Bayern Museum within the venue and coordinates all matchday operations.
• PaulanerminorChannel Partner/ Reseller/ DistributorOfficial beer and beverage partner. Paulaner operates the fan centers (Paulaner Fantreff North and South) offering food, drinks, and matchday hospitality within the arena.
• Coca-ColaminorChannel Partner/ Reseller/ DistributorOfficial soft drink partner of the Allianz Arena. Logo appears on venue signage and branding.
• Veuve ClicquotminorChannel Partner/ Reseller/ DistributorOfficial champagne partner for VIP hospitality areas. Veuve Clicquot logo appears in venue branding.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tottenham Hotspur Stadium: ~62,000-capacity stadium opened in 2019, home of Tottenham Hotspur; designed as a multi-purpose venue hosting NFL games, concerts, boxing, and corporate events with integrated digital infrastructure — directly comparable to Allianz Arena's multi-format utilization.
• Emirates Stadium: Home of Arsenal FC with ~60,000 capacity, sponsored naming rights (Emirates), premium hospitality (Diamond Club, Executive Boxes), museum/tour operations; comparable to Allianz Arena as a major European club stadium with multi-revenue operations.
• Parc des Princes: Home of Paris Saint-Germain with ~48,000 capacity; comparable to Allianz Arena as a top-five European league stadium hosting premium hospitality, concerts, and tours under major-club branding.
• San Siro (Stadio Giuseppe Meazza): Shared home of AC Milan and Inter Milan with ~75,000 capacity; comparable to Allianz Arena as a major multi-tenant European football stadium hosting concerts, premium hospitality, and tours.
• Anfield: Home of Liverpool FC with ~61,000 capacity (recently expanded); stadium tours and museum, premium hospitality; comparable to Allianz Arena as a major Premier League/Bundesliga football stadium with similar tour and event economics.
• Wembley Stadium: 90,000-capacity national stadium of England operated by the FA, hosting league/cup finals, NFL games, and concerts; comparable to Allianz Arena as a multi-purpose European venue with premium hospitality, tours, and event-driven utilization.
• Signal Iduna Park (Westfalenstadion): Home of Borussia Dortmund with ~81,000 capacity and standing terraces, Germany's other iconic Bundesliga stadium; comparable as a major German football stadium with naming-rights sponsor (Signal Iduna), premium hospitality, and high matchday utilization.
• Camp Nou (Spotify Camp Nou): Home of FC Barcelona with ~99,000 capacity, undergoing Espai Barça redevelopment; operates premium hospitality, museum/tours, and large-scale concerts — comparable as a major-club European football stadium with multi-revenue operations similar to Allianz Arena.
• Santiago Bernabéu Stadium: Home of Real Madrid, one of Europe's flagship football stadiums with ~78,000 capacity, recently renovated with naming-rights-style partners, premium hospitality, museum/tour operations, and concert hosting — directly comparable to Allianz Arena in scale, tenant profile, and revenue mix.
• Old Trafford: Home of Manchester United with ~74,000 capacity, museum and tours, premium hospitality; directly comparable to Allianz Arena as a global top-tier European football stadium with diversified revenue streams.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Allianz Arena